Make an Impact with Your Written English. How to use word power to impress in presentations, reports, PR and meetings (Better Business English)

151 Pages·2009·3.02 MB·English

by  Fiona Talbot

Make impact HP:A-Z C&J 13th TP 27/5/09 14:13 Page 1
Make an Impact
with your
Written English
THIS PAGE
INTENTIONALLY LEFT BLANK
ii
Make impact TP:A-Z C&J 13th TP 27/5/09 14:12 Page 1
Better
Business
English
Make an Impact
with your Written
English
How to use word power to impress in
presentations, reports, PR and meetings
Fiona Talbot
London and Philadelphia
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book
is accurate at the time of going to press, and the publishers and author cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss
or damage occasioned to any person acting, or refraining from action, as a result of the
material in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2009 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or
review, as permitted under the Copyright, Designs and Patents Act 1988, this publication
may only be reproduced, stored or transmitted, in any form or by any means, with the
prior permission in writing of the publishers, or in the case of reprographic reproduction
in accordance with the terms and licences issued by the CLA. Enquiries concerning
reproduction outside these terms should be sent to the publishers at the undermentioned
addresses:

120 Pentonville Road 525 South 4th Street, #241
London N1 9JN Philadelphia PA 19147
United Kingdom USA
www.koganpage.com
© Fiona Talbot, 2009
The right of Fiona Talbot to be identified as the author of this work has been asserted by
her in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 5519 4
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Talbot, Fiona.
Make an impact with your written English : how to use word power to impress in
presentations, reports, PR and meetings / Fiona Talbot.
p. cm.
Includes bibliographical references.
ISBN 978-0-7494-5519-4
1. English language--Business English--Study and teaching. 2. Business communication.
3. Business writing. I. Title.
PE1479.B87T355 2009
808’.06665--dc22
2009017051
Typeset by JS Typesetting Ltd, Porthcawl, Mid Glamorgan
Printed and bound in India by Replika Press Pvt Ltd
Dedication
I would like to thank my family, friends and clients for their
support throughout my career. It is a wonderful fact that, by
sharing experiences and lessons learnt, we all learn from each
other, to our mutual benefit.
Special thanks must go to my dear husband, Colin. I would
like to dedicate this series to him – and to my son, Alexander,
and my daughter, Hannah-Maria. And to my mother, Lima.
THIS PAGE
INTENTIONALLY LEFT BLANK
vi
Contents
Preface xi
Introduction 1
1. Writing English for business 3
Defining readers, customers and audience 3
Your audience can be anyone and everyone 4
Different cultures, different approaches 4
Approaching that white space 5
Different cultures, different personalities 8
Your checklist for action 10
2. Deciding your business writing objectives 11
Describing what you and your organization do 11
Focus on the message, not just the translation 13
English dictionary syndrome 14
Online translations 15
‘Brand you’ and your company brand 17
Your checklist for action 24
viii Contents
3. Reading and writing challenges and needs 25
Help your readers 25
Choose the right font for international business 28
Underlining, italics and justifying margins 31
Technology of the ‘instantly available’ 32
Scan reading and skimming: a new norm 33
Your checklist for action 34
4. Writing for presentations and talks 35
Create an advantage: get noticed for the right
reasons 35
Avoiding distractions 38
I knew you would ask that! 39
Further tips for making life easier 40
Your checklist for action 42
5. We all need to write to market and sell 43
Everyone is an ambassador and salesperson 43
Writing is a key that opens the door 44
Advertising and promotional literature for a
global market 46
Sales letters must enable that call to action 48
Are you planning to buy? 50
Are you selling? 51
Do not mislead your buyers or be misled by sellers 51
Chasing payment: one style does not suit all 52
Your checklist for action 54
6. Making an impact through written word power 55
The wow factor sets you apart 55
Word power skills 57
Look at the world around you 60
Without common sense, you will fail 63
Regularly refresh your word power 64
An introduction to customer focus in writing 65
Contents ix
Standard endings can destroy the personal touch 67
Your checklist for action 68
7. Four steps to success 71
The Word Power Skills system 71
Being correct for purpose 73
Write clearly 74
How simplicity can free you to impress 75
Plain English 77
Gobbledegook 79
Structuring your writing 79
Your checklist for action 80
8. Writing press releases and editorial 83
Create the right publicity 83
Different words and styles for different target
publications 85
Standard press release layout 85
Words to help your press release make an impact 89
Product recall press releases 90
Jargon in advertising and public relations 92
Outsourcing your public relations 93
Your checklist for action 95
9. Writing reports 97
The changing face of reports 97
Evaluate your target audience and your role 98
A checklist to help you plan 98
Different perspectives 99
Making your mark and anticipating questions 102
Writing can inadvertently put up barriers 103
Technical reports 105
Your checklist for action 106