Reviews (8)

The Bad Old Days
I guess a little revolution every now and then is a good thing, because the "advice" dispensed in here mainly belongs in the dustbin of history.

wise words from old wrinklies
There's pleanty of useful info here to help you write better copy - look for the inherent drama of the product, if in doubt ask the manufacturers why they make it, do your research, keep stuff simple. You just have to look for it. Great photos too.

The Art of Writing Advertising???
Just finished the book (which took me a couple of hours) and I have to say it was an interesting memoir of the great admen of all time. The book pinpointed certain questions and tired to find some correlation between the greats (and I think it succeeded in some ways)

But do not let the title of the book fool you to believe that it will help you in any shape or form in becoming a finer copywriter. In fact, the book will most likely only offer you a good read on a Sunday afternoon.

On a particular note, the interview with Reeves was the most interesting part of the book. A worthy buy indeed but do not expect to become a super copywriter after or you will be very disappointed.

A good compilation of thoughts from major advertising forces
The book is very helpful in that is gives you the thoughts behind some of the builders of today's advertising industry. I had read "Ogilvy on Avdertising"; the interview with David Ogilvy presents the same kind of thought. But I had never read anything by Burnett, Gribbin, Bernbach or Reeves and that is where most of my benefit from this book came.

Inside the Mind
I love anything that is an interview with a person. It allows us to hear the information from the horses mouth, as opposed to a journalist paraphrasing him or her. My favorite interviews were with Bernbach and Rosser Reeves. However, I don't think this book is really about the "Art" of writing advertising. I think the book should have been called "Conversations about Advertising." Because the book isn't made to be a teacher, it's simply a good book to read and enjoy if you're interested in hearing another perspective about the business. ... Read more

Book Description

The secret is out. Electronic newsletters are the best marketing tool to come along in a long time for your small business.

E-Newsletters generate leads; increase sales; open up a two way dialogue with customers; position your company as an industry thought leader; and provide you with an instantaneous means for communicating with the outside world.

They're inexpensive to produce and publish, and they provide you with a systematic means for staying in front of your customers and prospects.

Unfortunately, it's not that simple:

- Every day, more and more E-Newsletters are launched. There's a lot of competition for the attention of your readers. To stand out, yours needs to be among the best in whatever business you're in.

- There are many tradeoffs to be made and pieces to pull together in doing it professionally and efficiently.

- Your customers and clients will be watching, and you need to make as strong an impression as possible, particularly during those first few months of publication.

"E-Newsletters That Work," is focused on helping you solve these problems, and much, much more.

Using an easy-to-read format, author and e-newsletter guru, Michael J. Katz, will show you how to produce a compelling and fresh e-newsletter that your clients, prospects, and colleagues will want to read.

Anybody can send an E-Newsletter. The challenge is in creating something that people anticipate, open, read, and pass along enthusiastically, and that at the end of the day, makes a measurable difference for your business:

- An E-Newsletter filled with useful, relevant information.

- An E-Newsletter that's written in a clear, genuine voice; that reflects what it's like to do business with your company.

- An E-Newsletter that grows your business by focusing on solidifying relationships with your clients and prospects over the long term, not on hard sales and quick promotions.

That's what this book will show you how to do. In one place - in an easy, compelling, fresh and practical way - Michael Katz shows you how to create an effective

E-Newsletter for your business.

He'll explain what you need to know and how the pieces fit together, and he'll give you techniques that you can use immediately to start or improve your E-Newsletter.

"E-Newsletters That Work" is based on Katz’s 6 years of experience developing, managing, writing and fixing electronic newsletters for his clients. All of the concepts and techniques that he uses are contained in one place, in this book.

"E-Newsletters That Work" is written in a clear, "question and answer" format, making it easy to get through, and easy to use as a reference again and again, as you develop and refine your E-Newsletter over time.

This one of a kind book contains a special appendix section devoted to the topic of E-Newsletter vendor outsourcing, including, understanding what an email outsourcer does; deciding which aspects of your E-Newsletter to outsource and which aspects not to; understanding the risks involved in outsourcing; understanding the costs involved in outsourcing; deciding how to choose an E-Newsletter outsourcer.

"E-Newsletters That Work" also includes a launch template and checklist, to systematically guide you through the thought process of developing your E-Newsletter. The template pulls the concepts and guidelines detailed in the book into a straightforward, simple tool that you can use as you prepare to launch. ... Read more

Reviews (11)

What a Tiny Book! Is That All There Is To It?
It's the smallest book I had seen on anything related to the Internet and I had a whole lot of BIG problems with my e-newsletter that I needed solved.

I finished reading it in an hour or so.

Type a few extra words here, click a few buttons there, start a better (read simple and profitable) business relationship over here, and BINGO! Big problems are all gone, bye-bye.

Yes, the book is funny; Michael Katz is a very witty guy.
Yes, the book is easy to understand; the author has laid the whole thing out in a "FAQ" format and has obviously had it proof-read by a smart 8-year old to make sure he has communicated all his points as clearly as possible.
And Yes, Yes, Yes, the book is not obsolete within 3 minutes of publication; the typical fate of anything related to the Internet. The material deals with Internet publishing on a level that makes it virtually timeless.

I wish every business book I purchased made as much sense, solved as many of my business problems as quickly, and made me WANT to write a review that glows in the dark!

BUY THIS BOOK! It's worth your money.

WOW! The BEST guide to e-newsletters!
This is an amazing guide. It's a quick read, yet has some amazing advice on everything A to Z you need to know to start an email newsletter. This book even tells you when you should outsource it and when you should try to do it yourself.

The idea on page 79 about having friends promote your newsletter for you is worth the entire price of the book!

Don't think about starting an email newsletter without first reading this book.

A Must Buy -
Michael Katz is a repository of hands-on real-world knowledge about newsletters. His 141-page text was a quick and informative read, and serves as a handy reference. This excellent book is worth every cent if you're interested in writing newsletters.
Table of Contents:
OVERVIEW
CREATING THE CONTENT
Part I - What do I write about?
Part II - How do I write?
FORMATTING AND LAYOUT
DELIVERY AND LIST MANAGEMENT
APPENDIX I - Outsourcing
APPENDIX II - E-Newsletter launch template and checklist

must-read A-to-Z resource for e-newsletter publishers
This is a valuable A-to-Z resource for e-newsletter publishers. I was a partner in a successful e-mail marketing firm for several years; access to Michael's book during that time would have saved me countless headaches and missed opportunities.

Readers new to e-newsletters will find this book a terrific "how-to" guide. Michael's humorous, down-to-earth style is engaging and entertaining, as he demystifies the process of launching an e-newsletter.

Experienced readers will find Michael's book a great checklist and reference for both new and on-going e-newsletter programs.

It's a quick read, but an essential one if you're serious about succeeding with e-newsletters today.

Terrific!
Just what we needed to get started. I didn't even know where to begin, and this book moved us through it. What i liked most is Michael's emphasis on relationship and content in being successful and breaking from the pack. A clear, funny and useful book. ... Read more

Amazon.com

Gary Blake and Robert W. Bly have written a straightforward, well-organized guide to writing "copy intended to sell": ads, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, Web-site material, and the like. Copywriting is different from any other writing, business or otherwise. Redundancy that reiterates. Superlatives! "Quotation marks." Sentence fragments. That's what sells. While Blake and Bly address each copywriting task individually, there are some rules that apply across the board: focus on the customer, not the product; use a conversational, friendly tone; use simple words and short sentences; and close with a "call to action" (involving the use of a coupon, Web-site address, toll-free number, etc.). One chapter, on "power copywriting techniques," discloses how to use ingredients such as research, adjectives, testimonials, and guarantees to make your ad stand out. And remember: "If you have to choose between being clever and obscure or simple and straightforward," say the authors, "we advise you to be the latter. You may not win any advertising awards, but at least you'll sell some merchandise." (A warning to owners of Bly's The Copywriter's Handbook: while there is much original material here, a substantial part of The Elements of Copywriting is reprinted here, slightly paraphrased.) --Jane Steinberg ... Read more

Reviews (8)

An Excellent Copywriting Primer
With this book, Gary Blake and Robert W. Bly have written a well-organized and concise guide to copywriting. While not nearly as comprehensive as Bly's "The Copywriter's Handbook,"(which you also get if you are buying this book), "The Elements of Copywriting" is a great introduction to copywriting for most people. It covers a number of areas of copywriting: display advertising, direct mail, brochures, catalogs, press releases, press kits, audiovisual promotions, Web-site material, and more.

It quickly and deftly outlines the differences between copywriting and other writing, e.g., it's perfectly acceptable to use "And" to begin sentences in advertising copy. Blake and Bly address each type of copywriting task mentioned above individually, as well as providing more broad-based rules for copywriting: use a conversational, friendly tone; use simple words and short sentences;focus on the customer, not the product; and close with a "call to action."

This is a very concise guide to copywriting that is an excellent starting point for those wanting to learn the craft.

Wonderful content, great reference source.
Gary Blake and Robert Bly do a great job of bringing the core of copywriting. I find this book more a reference than something I am going to read cover to cover. Great coverage of Direct Mail and writing for the web, all around very useful book in helping my customers become more profitable - plus improve my own sales and marketing materials.

Only caveat, the paragraphs could use a bit more space between them and some other font for headlines would make it easier to read. Outside of that the content is superb!

Nice Overview of Copywriting Areas
The Elements of Copywriting nicely explains how to write copy that sells in the most important areas/fields such as direct mail, press releases, product catalogues etc.

As a junior copywriter at an advertising agency I can recommend this book to junior copywriters or persons that are thinking of becomming copywriters. For seniors this book will probably be too general in its content. How ever the first part of the book can be used for inspiration on where to put your emphasis in your copy. And because of that it might be helpful even for seniors.

The greatest thing about The Elements of Copywriting is how the content is organized. You can read it from cover to cover or use it as a reference. I'll keep this book on my desk - it might come in handy when I'm low on ideas..

FUNNY YOU SHOULD PLACE WITH ROY WILLIAMS BOOK
I DIDN'T ORDER THE BOOK AFTER READING THE REVIEWS AND THE TABLE OF CONTENTS AS I AM AN AVID READER OF ROY WILLIAMS WORKS. IF YOU READ HIS BOOKS HE MENTIONS "A LITTLE BIT" ABOUT HOW TO USE PRINT; HOWEVER, HIS PRIMARY FOCUS, IN MY OPINION, IS HOW TO USE THE POWER OF SOUND IN BROADCAST ADVERTISING. THE QUICKEST WAY INTO THE CUSTOMER'S MIND IS THROUGH THE EAR AND BROCA. I DIDN'T THINK I WOULD FIND THAT IN HOW TO WRITE BROCHURES, HEADLINES, ETC.

Good guide to writing copy
I had never read a book about writing copy before, so a lot of what I read from this book was new to me. I learned a lot from reading this book, although I felt that a lot of it repeated itself over and over. "Be concise, be specific, get their attention, have an eye-grabbing headline." Well duh. I had to have read a lot of the same things twice, although they were designated for different topics, from advertising to brochures to press releases. At least I got the information tattooed into my head. This is an older book, so the section on writing copy for websites is rendered completely useless. But other than that, if you want a guide on writing effective copy, this is a good book for you. If you are experienced in copywriting, it could be of help, but you'd be reading what you already know. ... Read more

Reviews (2)

Online Version
Hi, I've developed an online version of the workbook, with answer key. If interested, e-mail Tigerilla2003@yahoo.com

No answer key
The worth of this book is diminished in my eyes because it has no answer key. After doing a worksheet one has no idea which answers are correct. Perhaps a teacher's manual as a companion volume exists somewhere but I haven't yet found it here at Amazon. ... Read more

Amazon.com

Writing for nonprofits is a juggling act. One's job might entail writing grant proposals, newsletters, thank-you notes, case statements, and Web-site material--each for a different boss. The most successful development writers take the time to both experience their causes firsthand (sleep in the shelter, go to rehearsals, visit the wilderness) and cultivate personal relationships with their donors ("people give to people"). You'll give yourself an amazing head start when applying for a grant, say Joseph Barbato and Danielle Furlich, just by following an organization's guidelines and getting your math right--it's surprising how many fundraisers do neither. Make your point once, clearly, and don't forget the human element. "You aren't just asking for money," say the authors of Writing for a Good Cause, "you are asking to help people." Barbato and Furlich, both veteran fundraisers, interviewed both grants administrators and development writers for this guide. The result is an inside view of the arcane workings of the world of fundraising that would make any novice feel more proficient immediately. Their "gotta-get-it-out-right-now, how-late-is-FedEx-open? Down-and-dirty proposal kit" is a terrific tool when there isn't time to write the "knockout, beguiling, exciting, can't-put-it-down, and surely can't-turn-it-down fundraising proposal." And keep in mind: when a donor gives your proposal the nod, say thank you. Twice. In fact, say Barbato and Furlich, "It is almost impossible to thank a donor too much."--Jane Steinberg ... Read more

Reviews (7)

Not just a guide to writing proposals - a guide to life
Not surprisingly, this book provides advice that -- if applied literally -- will assist you in writing excellent proposals to fund your non-profit organization's ventures.

Surprisingly, the advice contained herein -- if made more generic in your mind -- is excellent advice for entire areas of your life. Sounds hokey, true. But honestly, boiled down the advice can be listed as:

1. Identify what the problem is. Do your research until you really understand the causes of the problems and their many effects.

2. Identify how you will know when you have made the problem better. How will you know when the problem has been alleviated? What intermediate steps need to be taken? How will you measure your progress along the way?

3.Identify what tools are available, and which are still needed, to move towards a resolution, or diminution, of the problem. Be specific here. Vague generalities are useless, but the brass tacks of a solution are absolutely priceless. Who has access to these tools? Who can make difficult things easy?

4. If you are asking for someone to help you with this problem, present the whole equation to them in a light that makes the most sense to *them*. This doesn't mean to lie, or exaggerate. It only means to focus your proposal in a way that makes them see it most personally.

5. Proofread what you have written, to be sure it says what you want it to say. Then proofread it again. And again. Get it right, because it is a hard and fast representative of you. This should be true in everything concrete you put out in the world with your name on it.

Now, all of this can be applied to writing a grant proposal. And much of it can be applied to the other things in life. Filling a job position, finding a home, working out a deteriorating relationship, educating yourself or your children ... you name it.

It's so rare that a book directed at an audience of specialists resonates with so much broadly applicable truth ... and it was such a delight to find it. I plowed through this book last night, reading every word, applying its advice mentally to all sorts of issues in my own life. I am pleased to report that it opened my eyes to solutions that had eluded me until now.

Wonderfully written, amusingly told, full of great advice to writers of all persuasive materials, this book is a gem.

I put sticky notes on half the pages
I took this book, along with many others on fundraising, out of my local library. Though I'm new to raising funds, I've made much of my living writing articles and books; I wasn't sure it would have much to teach me.

This book was so startlingly useful that I had to buy it. It will likely become your most dog-eared fundraising guide.

Puts the Fun in Fundraising
When I am on deadline and desperately in need of help, "Writing for a Good Cause" is where I turn first for guidance, solace, or inspiration (seeing as how our office manager objects to open containers of alcohol at one's desk). Not only is this book full of incredibly practical writing tips in handy list form, it is also very funny and a page turner.

The heart of the book is a clear guide to how to write a great proposal, but other valuable topics are covered, including newsletters, case statements, interviews, and the like.

In one section, the authors mix genuine examples of great fundraising writing with an imaginary proposal to fund the construction of the Brooklyn Bridge. They not only convince you to help build the Brooklyn Bridge, you're ready to buy it.

The bridge is not for sale, but this book is. It is well worth its price of two fast food lunches. Buy it, read it, and be happy.

A must-have addition to your fundraising resources
"Writing For a Good Cause" is a must-have reference for anyone involved in writing grant proposals or other fundraising material. One of the things that impressed me is that the authors have hands-on experience in actually doing what they write about. Packed with examples pulled from their own experiences and offering practical advice, the authors do a great job of introducing beginners to the complicated and often stressful world of fundraising for non-profits. Another major plus, is that the authors do a great job of seasoning an otherwise dry subject with plenty of wit and humor to keep the pages turning and your interest fresh.

Entertaining and Informative
I almost didn't purchase this book because I already have several books on grantwriting. However, I have the feeling that this book will be "dog-eared" in no time while the others will simply gather dust. For the beginning grantwriter, you will find tons of great practical advice. For us seasoned veterans, you will discover much which you may have forgotten...a great "refresher course." I especially like the section that discusses "moonlighting" and how to make some extra money on the side. I've never seen that topic discussed before in a typical grantwriting book. This is a fun and entertaining read, and is a welcome addition to my professional library. ... Read more

Book Description

The best way to get the cash.

With this comprehensive guide, individuals as well as grant seekers for companies/organizations will learn each step of the grant writing process, including how to: determine who can receive a grant and for what; find government, corporate, and foundation donors; attract the donor's attention; create a budget; write a compelling proposal and solicit feedback; overcome obstacles, and more. Also includes a CD loaded with sample applications, proposals, and follow-up letters.

€ Many grant writers have no formal education in writing proposals-books are the primary learning resource
€ Includes a CD-ROM with sample materials
€ There are 70,000 private foundations in the U.S. that give away $27 billion annually ... Read more

Reviews (2)

A Must Read for New and Experienced Grant Writers
This guide is a fantastic reference for grant writers, from those just starting out to very-experienced fundraising professionals-there really is something here for everyone. It's clear, well-organized, and engagingly written. It's also incredibly comprehensive, with information on every possible aspect of the business. The book walks you through the entire process, including who has the money and why they give it away, cultivation of possible sources, the actual writing process, budgets, even sample proposals of all kinds. The advice it gives is concrete and the information in it is easy-to-use. As an experienced grant writer, I highly recommend this book!

You're Not An Idiot If You Buy This Guide!!!!
As a person who is just delving into the grant writing arena, I have discovered this book to be an easy to understand "must have" guide. Reading this book put the whole business of grant getting together for me. The section on research was really thorough and the budget chapter was really helpful. ... Read more

Reviews (2)

Useful for a newcomer to the clinical trial environment
As a clinical trials computer programmer, I'm not the primary target audience for this book. However, as an experienced programming consultant who was new to clinical studies in the pharmaceutical industry, I found it gave me a useful overview of the typical deliverables that my efforts supported. Acronyms that are frequently used in the clinical environment, such as IB (Investigator's Brochure) and ISS (Integrated Safety Study) are given some definition and examples are shown. I found this information valuable in enabling me to feel comfortable with these concepts when they were discussed in meetings with statisticians and project managers.

Not a practical guide, more a manifesto !
Dr. Bonk is a seasoned professional who has worked at all levels of his craft, including the highest. This book is entitled "a practical guide for pharmaceutical research", and specifically concentrates on the output of documents from the pharmaceutical industry (regulatory documents and manuscripts, as well as, to a lesser extent, audio-visual preparations and computer-generated products). I bought the book because it was the only one that specifically addresses the needs of those of us working in the pharmaceutical industry.

This book is a manifesto, or one (alternative) philosophy, for the role of the medical writer in a pharmaceutical company. As such, its greatest achievement will be to attract people with talent into an occupation that is sorely in need of more and better writers. If this book stimulates under-graduates or graduates to explore this profession, then it will have made a significant, contribution to pharmaceutical research.

However, this book falls far short of being a practical guide. It is not, nor does it claim to be, a style guide; this is not a deficiency in itself. But to be a practical guide, there is much more that it needs to consider: how do medical writers multi-task, and manage their inevitably numerous assignments all at varying degrees of completion ? What should one look for in word processing software, and is this the same for everybody ? How can one enhance one's interactions with journal editors ? What are the relevant professional guilds and associations, and what are their courses and credentials like ? These are a few of the practical things, outside questions of style, that medical writers need to work inside the pharmaceutical industry.

The document templates provided (and lauded in the book's advertising) are poor. The regulatory documents should have followed closely the ICH or FDA guidelines (neither is new). A reprinted, stellar example of a published paper, with some illuminating commentary, and even some succes!sive stages of drafting, would have been an asset.

The initial sections of this book attempt to teach about the drug development process. Unless this can be done more thoroughly (and preferably by someone who has actually developed drugs), this description is inadequate to equip a medical writer in a pharmaceutical company. The descriptions are out of date and garbled in places. There are medical writers who indeed significantly contribute to drug development in the way that Dr. Bonk envisages, but they know a lot more than this about how new drugs are discovered and approved.

Lesser criticisms include the production of this book. At a little over 100 loosely worded pages it is not inexpensive. But its printing is cheap, and the figures were especially poorly printed in my copy. The figures, too, were often redundant; for example, the "pyramids" of the components of a medical journal manuscript were especially irrelevant.

In summary, this book is unique in giving a sound philosophy for the medical writer in a pharmaceutical company. As a practical guide (its stated claim) it is a real failure. This reviewer now understands why its plaudits were written by Professors of English in liberal arts schools, and not by experienced pharmaceutical industry personnel.

A.W.Fox, MD, PhD, FFPM

... Read more

Book Description

* More than 300 letter-perfect cover letter samples!
* Samples were selected from thousands submitted by professional resume writers!
* Unique occupations index makes it easy for readers to find the samples they need.

Readers can now benefit from the "tricks of the trade" with this showcase collection of outstanding, pitch-perfect cover letters written by professional resume writers!

All samples are eye-catching, one-of-a-kind letters that will help readers land more job interviews. And each letter includes instructive comments about the strategies behind it. The "Gallery" also includes examples of resumes, electronic cover letters, networking letters, thank-you letters, and job-acceptance letters.

New for this edition: all new cover letters, e-mail cover letters, and cover letters for military transitions. ... Read more

Book Description

Reveals the inside secrets of the Army's all important NCO-ER responsilities of raters, best ways to prepare for counceling sessions, importnat Army values, what board members look for, and more. ... Read more

Book Description

Every sales letter going out over your name has tremendous power--the power to build customer relationships and sell or the power to sabotage all your hard work. But finding the time to craft forceful, articulate letters day in and day out while excelling at all the other demanding aspects of selling is almost impossible.That's why Sales Letters Ready to Go was written--to make your letter writing faster, easier, and more productive. You'll find 100 easy-to-use, time-tested samples of letters for every selling situation, letters that grab your reader's attention in the first line and communicate your message powerfully and persuasively, including letters that:

• Zero-in on and respond to your reader's motivations
• Handle objections by turning negatives into positives--and into more sales
• Develop prospects and new customers by identifying and responding to customer needs
• Handle complaints and problems positively, without damaging valuable relationships
• Keep existing contacts alive and rebuild old relationships
• Set prospects and customers up for the close.

Reviews (1)

Excellent Text: A Must Have!
I used this text in an Advertising Course in SE Oklahoma. The material contained within is an excellent tool for real world sales experiences. ... Read more

Book Description

The assessment of language learners is having a growing impact in English language teaching and applied linguistics. A formal evaluation of students' writing abilities is important for language teachers in order to assess the pedagogical needs of their students. While there has been a considerable body of work undertaken on assessing the writing abilities of native speakers, the issues surrounding the assessment of second language learners' writing abilities are still emerging. At present, no one volume has explored these issues and their implications for language teaching practitioners wishing to evaluate their students' writing. This book outlines in an accessible manner the major tenets of research in the field and provide language teachers with guidelines to design and develop suitable writing assessment tasks for their students. ... Read more

Book Description

After completing this book, you will have the critical skills to improve your spelling, punctuation, usage and style, while avoiding the pitfalls of business writing, and creating persuasive and more effective memos and letters. Ten key techniques for effective communication will help you grow more confident in your ability to express yourself clearly. Good business writing is as important as ever. Being able to recognize and correct problems, avoid redundancies, and define your communication goals are all critical factors for effective business writing.

Learning Objectives:To review the basics of spelling, punctuation, and usage.To present practical principles for sharpening writing style.To explore ways to improve business memos, e-mails, and letters.To discuss writing bad news and writing to persuade.To explain how understanding personality types can improve business communication ... Read more

Reviews (2)

7 page paperback !
It seems a good book that so many people already bought, but it should not be a 7 page paperback. Can anyone tell more about it?

I am interested to buy this book, would like to review
I would like to review this book before i buy is that possible, please let me know. thanx ... Read more

Book Description

Database management systems allow businesses to organize and manage their operations effectively. However, it’s not always easy to view and understand data using these systems. Crystal Reports’ flexible and innovative features provide the ability to extract and format data, allowing users to make informed business decisions. Mastering Business Analysis with Crystal Reports 9 focuses on providing context and reference useful to mainstream business users, and explains how to apply Crystal Reports to your specialized database environment.

* Learn what report writing is and how to use Crystal Reports’ report building tools.
* Discover how to define selection criteria and group and sort records.
* Add formulas, incorporate subreports, and create and import objects, such as graphics, charts, and maps.
* Find out how to export reports into other applications, including Microsoft Word and Excel.
* Understand how Crystal Reports works through a series of hands-on exercises.
* All report files and exercises presented in the book are accessible online. ... Read more

Book Description

A McGraw-Hill Advertising Classic

"What makes a great advertisement?" Nearly four decades ago, an unmatched group of five advertising pioneers first answered that question in The Art of Writing Advertising.

Their entertaining and historically compelling answers will provide advertising professionals with valuable techniques for applying breakthrough creativity and innovation in the workplace.

Book Description

Grantseeking has become an increasingly competitive process. Beginning grantwriters sometimes assemble a collection of facts and present that information to grantmakers, hoping to receive support. However, sponsors rarely award grant funding just because a grantseeker supports a specific cause or works for a specific organization. Grantseekers must persuade sponsors to invest in their projects and organization. Successful grantseekers know that persuasion, not information, attracts funding. Persuasive proposals present a seamless argument that stands the test of reason, addresses psychological concerns, and connects project ideas to the values of the sponsor. ... Read more

Book Description

Are you guilty of e-mail "trigger finger"? Do you constantly "cc" people you never even see? What are today's rules for conducting business over the Internet? Now, The Elements of Style meets "the Miss Manners of memos" in the ultimate writing guide for the digital age.

In an era when written communication in the workplace is more crucial than ever, at a time when many professionals all but completely eschew face-to-face dealings, E-writing is poised to become the new bible of business writing. Accessible and inviting, this Web-savvy "how-to" book promises to transform anxious e-mail hacks and mediocre memo writers into eloquent electronic scribes in no time at all.

Inside, you will learn how to:

Book Description

Write for Business is a compact handbook for writing and communicating in the workplace. Write for Business includes guidelines and models for all types of business writing. In addition, Write for Business comes with a Companion CD at no additional charge that includes an E-book, writing templates, and interactive lessons. Write for Business tackles all of your business writing needs in one clear, concise, and engaging handbook. ... Read more

Book Description

Instructs the reader on the step-by-step procedures of literature production—from initial concept to final publication. Covers copywriting, illustrations and design, along with the production process itself. Discusses the latest desktop publishing technologies as well as illustrates which typefaces, folding and binding techniques work and which don't. ... Read more

Reviews (1)

Robert W. Bly told me exactly what I needed to know
This book is an excellent guide for the novice who needs to know how to plan, design, and write a sales brochure for his/ her business. I used it to learn the basics, which I used to produce two sales brochures that greatly pleased the clients: one a non-profit and the other a growing hi-tech firm. Start with this one. It's very good indeed ... Read more

Book Description

This text helps students learn how to write effective copy for all types of electronic media with an emphasis on commercial writing. It begins with the introduction of the basic principles and techniques of good copywriting, then moves on to dozens of skill-building exercises to put them into practice. Nearly 80 writing assignments and numerous examples of actual scripts, storyboards, PSAs, and promotional spots prepare students to write short, persuasive messages for local stations and cable systems, where most beginning copywriting jobs are found. ... Read more

Reviews (1)

For what it is...
This book contains a lot of information needed to learn about the commercial & internet world. The way the book is formatted makes it so much easier to learn.Even after I sell this book and after I leave this class, I will still remember all the information I learned because it was just that readable. ... Read more

Book Description

Who needs this book?Anyone who writes or edits reports or proposals, including technical reports, marketing reports, funding proposals, R&D reports, financial reports, and responses to RFP's.HOW TO WRITE REPORTS AND PROPOSALS is a complete training program that can be used as self-study, as the text for classes, as a "refresher," or to conduct tutorials.You'll learn practical techniques and strategies you can use immediately to plan and write reports and proposals that include the right information, organized in the right way.You'll find clear examples and explanations as well as practice exercises with immediate feedback and suggestions for applying techniques to job-related writing projects.

When you finish this book, you'll be able to:

* Get started by evaluating readers; clarifying the readers' most important question; and identifying report sections

* Determine what information to include in each report section and organize it logically

* Use lists, charts, graphs and visuals to communicate information efficiently

* Write useful headings and subheadings that give readers a "road map" through the document

* Write effective introductions and report summaries

* Use concise, precise, active, accurate language that communicates clearly to specific readers ... Read more

Reviews (2)

Grant and funding proposals made simple
If you're on the prowl for funding and feeling insecure about how to present yourself to the people who give money away, take a look at this handbook. Don't let the stodgy name fool you - it works in the real world. For me, it explained how to figure out what funders and grant people want to know and how to present the information in a simple and convincing format. The proposals I wrote this year after I went through the book are definitely more readable. So far, we've gotten all but one of the grants we applied for.

Useful and straightforward guide for writers of all levels
This book is insightful, easy to understand, and offers useful tips and practice tools for writers of all levels. I recommend this book particularly for people interested in enhancing their written fundraising skills--it's well worth reading! ... Read more