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| Introduction | |
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| The truth about what makes writing work | |
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| Most people aim for the wrong target | |
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| If you can say it, you can write it | |
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| Forget yesterday-write for today | |
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| Planning is the magic ingredient | |
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| To achieve your goal, look below its surface | |
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| Cut to the chase: Put the bottom line on top | |
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| "Me"-focused messages fail | |
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| People are not the same: Write for differences | |
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| Tone makes-or breaks-your message | |
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| Knowing your inside story is the key | |
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| Forget outlines-organize your thinking | |
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| How to organize is a personal choice | |
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| Every message you send has a psychological impact | |
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| Effective messages lead with strength | |
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| To succeed, cover your ground and remember "the ask" | |
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| Your goal and audience determine the best way to communicate | |
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| The truth about self-editing | |
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| The best writers don't write; they rewrite | |
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| Rhythm and transitions make writing move | |
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| Less can be a whole lot more | |
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| Passive thinking and jargon undermine clarity | |
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| You don't need grammar drills to spot your writing problems | |
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| The truth about successful e-mail | |
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| Use e-mail to communicate in the fast lane-powerfully | |
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| Good subject lines say, "Open sesame" | |
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| Know your e-mail do's and don'ts | |
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| Writing good progress reports is worth your time | |
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| The truth about letters | |
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| Letters: They live! And you need them | |
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| Letters build relationships | |
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| Cover letters matter, big time | |
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| The truth about reports and proposals | |
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| Good reports generate action | |
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| Organizing complex projects isn't that hard | |
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| Well-crafted proposals win | |
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| The letter format lets you shortcut proposals | |
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| Root grant applications in "mission"-yours and the funder's | |
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| The truth about Web sites | |
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| Writing is the missing factor in your competitors' Web sites | |
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| Web sites built on keywords and content build traffic | |
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| A home page must crystallize who you are | |
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| The truth about new media | |
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| Blogging and social media are powerful business tools | |
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| To blog for yourself, be yourself, but carefully | |
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| Good business blogging is edgy | |
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| Tweeting and texting: the ultimate self-edit challenge | |
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| E-letters focus marketing and reinforce branding | |
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| Good PowerPoint is more than pretty faces: It starts with writing | |
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| The truth about writing to self-market | |
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| Strong r�sum�s focus on accomplishments, not responsibilities | |
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| Fliers are easy all-purpose promotional tools | |
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| It pays to think PR and send news releases | |
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| Writing articles boosts your career | |
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| The virtual world offers self-publishing power | |
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| The truth about tricks of the trade | |
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| Good headlines help your writing work-a lot | |
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| Skillful interviewing is a major (but unrecognized) business asset | |
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| Readers are global: Try not to confuse them | |
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| Clarity is next to godliness | |
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| You can fix your own grammar goofs | |
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| References | |
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| Creating a style sheet | |
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| Resources | |