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FT Essential Guide to Powerful Business Writing is the task-focused, results-driven
guide for every manager, executive, entrepreneur and business professional
who wants to communicate more effectively -- whatever they're writing,
whoever they're writing for. Ian Atkinson teaches the crucial know-how
associated with writing to capture attention, engage, persuade, and sell.
Atkinson offers practical insights for communicating both up and down the
corporate hierarchy; and for motivating customers as well as colleagues.
Throughout, Atkinson draws on his wide experience as a senior advertising
executive, copywriter, and evaluator of business writing. Readers will learn how
to:
° Bring greater power and clarity to proposals, reports, presentations, emails,
and many other forms of business writing
° Choose the words and styles most likely to influence readers
° Write for any audience and in any medium
° Use style, structure, and the psychology of language to best advantage
° Apply writing secrets used by the world's best advertising copywriters, and
much more
