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| Getting started : necessary for all documents | |
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| Identify your primary reader : do you have multiple readers? | |
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| Understand what you reader needs to know about the subject | |
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| Know what's in it for your reader | |
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| Determine if your writing needs a special angle or point of view | |
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| Anticipate your reader's attitude toward the subject | |
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| Pinpoint your purpose and action item | |
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| Write in one sentence the key point you want the reader to remember | |
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| Know who should receive a copy of the message | |
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| Understand the best way to deliver the message | |
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| Know the best time to deliver the message | |
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| Ask yourself the questions your reader will have : who? what? when? where? why? how? | |
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| Write headlines that tell your story | |
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| Sequence the headlines strategically | |
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| Develop a drafting process | |
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| Revisit the draft | |
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| Allow ample white space | |
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| Use headlines, subheads, and sidelines | |
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| Use bulleted and numbered lists, when appropriate | |
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| Use charts, tables, and graphs, when appropriate | |
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| Use color judiciously | |
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| Keep it short and simple (KISS) | |
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| Use positive words, rather than negative words | |
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| Use the active voice | |
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| Use you and your more than I, me, we, and us | |
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| Be consistent and clear | |
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| Use gender-neutral terms | |
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| Use industry-related jargon appropriately | |
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| Think seriously about being funny | |
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| Proofread for accuracy and consistency | |
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| Edit for content | |
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| Moving forward : a wide array of business documents | |
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| Write a descriptive abstract | |
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| Write an informative abstract | |
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| Follow the guidelines | |
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| Write a dynamite summary | |
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| Read the masthead | |
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| Write a compelling query letter | |
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| Enhance your career with a technical article | |
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| Determine the format | |
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| Remember that this is about your reader, not about you | |
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| Follow general guidelines | |
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| Determine what you need for content | |
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| Know what to avoid | |
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| Know the role you play | |
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| Create a list of responsibilities | |
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| Generate a production schedule | |
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| Brainstorm to generate ideas | |
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| Draft collaboratively | |
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| Organize a peer review | |
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| Use group writing tools | |
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| Write a subject line that delivers an informative, compelling message | |
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| Deliver the message in the subject line, when appropriate | |
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| Change the subject line when replying to a message | |
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| Know when to reply to sender or to all | |
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| Use a salutation and a complimentary closing | |
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| Create an electronic signature | |
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| Use Bcc appropriately | |
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| Create an easy-to-read message | |
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| Write the executive summary after you finish the longer document | |
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| Use technical terms cautiously | |
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| Sequence information to have the most impact on your reader | |
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| Acquire guidelines | |
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| Start with the planning | |
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| Build partners, not funders | |
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| Know what to include | |
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| Think of yourself as the teacher and the reader as the learner | |
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| Understand how your reader will use the instructions | |
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| Chunk information | |
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| Include enough details | |
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| Use the step-action table | |
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| Highlight warnings | |
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| Test, test, and test again | |
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| Know where the parts go | |
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| Avoid trite expressions | |
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| Use correct style | |
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| Format a multiple-page letter correctly | |
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| Be comfortable and be prepared | |
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| Know what to include | |
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| Standardize your format | |
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| Express the vision of your company | |
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| Know what to omit | |
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| Do your homework | |
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| Write a press release that's of interest to readers | |
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| Use correct formatting | |
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| Use the power of the Internet | |
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| Know your audience | |
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| Use the power of persuasion | |
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| Distinguish between what to include in the visuals and what to say | |
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| Prepare one visual for each point | |
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| Craft text strategically | |
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| Use graphics to enhance the message | |
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| Create a storyboard | |
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| Use handout notes effectively | |
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| Write a convincing internal proposal | |
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| Write a winning external proposal | |
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| Include why the prospect should select you over other candidates | |
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| Get to know the RFP or RFQ | |
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| Understand the evaluation process | |
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| Brace for the results | |
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| Get up close and personal | |
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| Realize the benefits of mail or Web questionnaires | |
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| Design the questionnaire | |
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| Learn from the results | |
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| Start with a summary of your qualifications | |
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| Use keywords to pump up your prose | |
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| Use results-oriented bullets | |
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| Include awards, publications, or special recognition | |
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| Know what to omit | |
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| Send each resume with a customized letter | |
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| Determine the scope | |
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| Understand your readers | |
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| Know what to include in an informal report | |
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| Know what to include in a formal report | |
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| Understand how to develop specifications | |
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| Write specs in their natural order | |
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| Ask yourself four basic questions | |
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| Make the opening and closing memorable | |
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| Use the right tone | |
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| Write as you speak | |
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| Be aware of your speech patterns | |
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| Omit trite or inappropriate expressions | |
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| Think internationally | |
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| Captivate visitors on the homepage | |
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| Highlight what differentiates you from your competitors | |
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| Identify key words and phrases so readers find your site easily | |
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| Focus on your visitor, not on your company or yourself | |
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| Stress benefits, not features | |
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| Craft compelling, informational headlines | |
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| Write for readability | |
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| Prolong visits by offering something of value | |
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| Don't overwhelm visitors with the design or graphics | |
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| Be sensitive to international audiences | |
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| Understand why websites don't bring in new business | |
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| Test, test, and test | |
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| Use a logical structure | |
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| Know what to avoid | |