Acknowledgments xi

Chapter 1 Introduction 1

Where We’re Going and Why the Trip Is Worth Taking 1

Igniting Firestorms 4

Screaming in Print 7

Living in the Midst of Revolution 9

Eight Tips for Creating Successful E-Mail 12

Moving Beyond the Mechanical 22

Chapter 2 The Problem: How Fluff, Guff, Geek, and Weasel Ruin Your Writing 27

Language: The Medium of Business 27

The Language of Success 29

Four Languages That Don’t Work 31

Fluff 31

Guff 34

Geek 38

Weasel 43

Is Clear Writing a Lost Art? 51

Chapter 3 The Principles: Modern Methods in Business Writing 55

Write the Way You Speak 56

Respect the Medium 60

The Core Principles of the Language of Success 63

Clarity 65

Conciseness 74

Correctness 81

Suitability for the Audience 90

Suitability for the Purpose 102

Purposes and Patterns for the Whole Message 116

Writing to Inform 122

Writing to Evaluate 123

Writing to Persuade 124

Chapter 4 The Practice: Real-World Applications of the Language of Success 127

Writing to Inform 127

Simple Announcements 128

Giving Instructions 131

Answering Questions 134

Project Updates and Summaries 135

Clarifying Information 138

Writing to Evaluate 139

Comparison and Contrast 140

Definition and Classification 142

Offering an Informed Opinion 144

Competitive Analysis 146

Performance Appraisals 150

Writing to Motivate 156

Making a Request 159

Instructing 161

Reprimanding 164

Communicating with Employees: Morale 166

Communicating with Suppliers: Responsiveness 169

Communicating with Customers: Loyalty 170

Communicating with Investors: Commitment 171

Communicating Bad News 172

Writing to Persuade 176

Cold Call Messages—Introducing Yourself and Your Company 177

Setting a Meeting 181

Following Up from a Meeting 182

Announcing a New Product or Service 184

Responding to a Request for Information 185

Checking on Customer Satisfaction 188

Nurture Messages 189

Recommendations and Proposals 190

Presenting a New Idea to Management or Colleagues 193

Chapter 5 Your Potential 197

Index 199

About the Author 207