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1 Good Writing 1

Have a Clear Purpose 2

Be Audience Focused 3

State Your Key Message Clearly 6

Stay on Topic 6

Observe Economy of Words 8

Use Simple Sentences 9

Consider Your Delivery Strategy 11

Summing Up 14

2 Start-Up Strategies 17

Questioning Method 18

Traditional Outline Method 20

Brainstorm Outline Method 22

Free Writing Method 25

Scoping Your Project 26

Summing Up 27

3 The First Draft 29

Get It Down First 30

Build on Strong Paragraphs 32

Create Transitions 36

Use Design Elements to Lighten the Reader’s Load 38

Summing Up 41

4 Getting It Right 43

Editing for Content 44

Editing for Style 47

Tighten and Sharpen Those Sentences 51

Editing for Accuracy 56

Summing Up 59

5 Everyday Writing 61

Writing Effective Memos 62

Business Letters That Do the Job 67

Making the Most of E-mail 72

Summing Up 77

6 Presentations 79

Presentations：The Greek Way 80

Four Rhetorical Devices 85

Three Learning Styles 87

Aim for the Head and the Heart 90

Summing Up 93

7 Backstage 95

Step 1：Define Your Objective 96

Step 2：Understand the Audience 97

Step 3：Decide What to Say 98

Step 4：Get Organized 99

Step 5：Develop Effective Visuals 101

Step 6：Rehearse 104

Summing Up 105

8 Show Time 107

Speaking Effectively 108

Projecting a Positive Image 109

Keeping the Audience Engaged 110

Handling Questions 112

Making Group Presentations 116

Dealing with Stage Fright 117

Evaluating Your Presentation 118

Summing Up 119

9 Dialogue 121

Understanding the Other Person 123

Seeing Yourself （or Your Company） from the Other Person’s Perspective 124

Creating Dialogue 126

Summing Up 131

Appendix A Useful Implementation Tools 133

Appendix B Writing the Perfect Job Application Cover Letter 139

Appendix C Commonsense Rules for Presentation Visuals 143

Notes 151

Glossary 153

For Further Reading 155

Index 157

About the Subject Adviser 161

About the Writer 162