Make an Impact with your Written English, Talbot F., 2009

Make an Impact with your Written English, Talbot F., 2009.
 
   By the end of this book, you will know how to write business English from your readers’ perspective, so that your words say what you mean them to say! You will know how to succeed in writing English with the right impact for your target cross-cultural audience, how to sell your messages and promote your organization – and how to make your mark through ‘brand you’!




Focus on the message, not just the translation.
If you are a non-native English (non-NE) reader reading in your own language, let me ask you this: do you prefer reading business writing that is clear or complicated, even muddled? By far the majority of non-NE readers will vote for clear business writing. Yet the moment a reader becomes a writer can be the moment when they shift emphasis. It is as if non-NE writers almost worry that they might be too clear. It is as if they think that writing that is easy cannot impress.

Unfortunately, non-NE writers can have a general fear that they will fail when they write English for business. This anxiety can lead to a preoccupation about translating from their language into English, maybe on a word-for-word basis. The irony is that focusing on translating single components can make non-NE writers lose sight of their intrinsic business message. The overall meaning may not be the sum of each individual word, especially if you choose even one wrong word. What you are setting out to achieve gets lost, so your message becomes subordinate to the translation.

Contents.
Preface.
Introduction.
1. Writing English for business.
Defining readers, customers and audience.
Your audience can be anyone and everyone.
Different cultures, different approaches.
Approaching that white space.
Different cultures, different personalities.
Your checklist for action.
2. Deciding your business writing objectives.
Describing what you and your organization do.
Focus on the message, not just the translation.
English dictionary syndrome.
Online translations.
‘Brand you’ and your company brand.
Your checklist for action.
3. Reading and writing challenges and needs.
Help your readers.
Choose the right font for international business.
Underlining, italics and justifying margins.
Technology of the ‘instantly available’.
Scan reading and skimming: a new norm.
Your checklist for action.
4. Writing for presentations and talks.
Create an advantage: get noticed for the right reasons.
Avoiding distractions.
I knew you would ask that!.
Further tips for making life easier.
Your checklist for action.
5. We all need to write to market and sell.
Everyone is an ambassador and salesperson.
Writing is a key that opens the door.
Advertising and promotional literature for a global market.
Sales letters must enable that call to action.
Are you planning to buy?.
Are you selling?.
Do not mislead your buyers or be misled by sellers.
Chasing payment: one style does not suit all.
Your checklist for action.
6. Making an impact through written word power.
The wow factor sets you apart.
Word power skills.
Look at the world around you.
Without common sense, you will fail.
Regularly refresh your word power.
An introduction to customer focus in writing.
Standard endings can destroy the personal touch.
Your checklist for action.
7. Four steps to success.
The Word Power Skills system.
Being correct for purpose Write clearly.
How simplicity can free you to impress.
Plain English.
Gobbledegook.
Structuring your writing.
Your checklist for action.
8. Writing press releases and editorial.
Create the right publicity.
Different words and styles for different target publications.
Standard press release layout.
Words to help your press release make an impact.
Product recall press releases.
Jargon in advertising and public relations.
Outsourcing your public relations.
Your checklist for action.
9. Writing reports.
The changing face of reports.
Evaluate your target audience and your role.
A checklist to help you plan.
Different perspectives.
Making your mark and anticipating questions.
Writing can inadvertently put up barriers.
Technical reports.
Your checklist for action.
10. Writing agendas, meeting notes and minutes.
Writing a meeting agenda.
Purpose and objectives in a typical agenda.
Make an impact in meeting notes and minutes.
Action sheets.
Style tips for minutes.
Defining timescales will help you.
Converting notes to minutes: the vital stages.
Review of minutes: handle with care.
Your checklist for action.
11. Word Power Skills 2.0.
Plain English manuals and instructions.
Websites: words are everything in cyberspace.
Forums: the power of a deluge of written responses.
Writing e-mails to make an impact.
Your checklist for action.
Conclusion.



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