The classic guide that helps you communicate your thoughts clearly, concisely, and effectively. Essential for every professional, from entry level to the executive suite, Writing That Works, 3rd Edition includes advice on all aspects of professional writing and business communication—including business memos, letters, reports, speeches and resumes, and e-mail—and offers insights into political correctness and tips for using non-biased language that won’t compromise your message.

The classic guide that helps you communicate your thoughts clearly, concisely, and effectively. Essential for every professional, from entry-level to the executive suite, Writing That Works, 3rd Edition includes advice on all aspects of professional writing and business communication—including business memos, letters, reports, speeches and resumes, and e-mail—and offers insights into political correctness and tips for using non-biased language that won’t compromise your message.

The classic guide to copywriting, now in an entirely updated fourth editionThis is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers . . . even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, and get more attentio...

Turn your words into results. How to craft copy that grabs the attention of potential customers, clients, or supporters and calls them to action.Call it advertising, call it promotion, call it marketing, but whatever you call it, every business and organization depends on words with impact. Few among us are born talented copywriters, that rare combination of both facile wordsmiths and natural salespeople. Most of us need some help, and even naturals can improve by ...

More than 6,000 words and phrases that make the difference between "yadda-yadda-yadda" and copy that sellsLooking for a better way to say "authentic?" Words That Sell gives you 57 alternatives. How about "appealing?" Take your pick from 76 synonyms. You'll even find more than 100 variations on "exciting." Fully updated and expanded, this edition of the copywriting classic is packed with inspiration-on-demand for busy professionals who need to win customers...

The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law. Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable poss...