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Acknowledgements vii
A note on this new edition ix
Introduction: pitfalls and opportunities 1
1 What makes good business writing? 7
The hazards of communication 7
Serious, and very serious 8
Why have a report? 11
Readers' expectations 12
The readers' perspective 14
Powerful habits 16
Earning a reading 17
Inappropriate standards 19
Clear intention 19
Absolute clarity 20
The rewards of excellence 22
A significant opportunity 23
Key points 24
2 Creating a good report 25
Setting clear objectives 25
A sound structure 27
First, the beginning 29
The middle 31
The end 34
After the end 36
Key points 37
3 Preparing to write 39
Why this report? 41
Research prior to preparation 43
A systematic approach 45
Shaking off old habits 55
Key points 57
4 The power of language 59
Cultivating a style 59
Readers' expectations 60
Readers' dislikes 65
The writer's approach 67
Use of language 69
Making language work for you 69
Mistakes to avoid 72
Following the rules 75
Style 77
Technological dilution 78
Key points 78
5 Dealing with numbers 79
Action to help 80
Methods of presenting numbers clearly 82
The contribution of language 85
Key points 88
6 Making proposals persuasive 89
A cumulative process 89
A key stage 91
Persuasive technique 92
The don'ts 92
The dos 93
Quotations versus proposals 96
Choice of format 96
Timing 98
Proposal content 100
Checklist 107
Covering letters 108
The presentation of proposals 113
Earn attention 114
Key points 114
7 The contribution of presentation 115
How the pages look 117
The exhibits 121
Other options for inclusion 124
Overall packaging 124
Key points 125
Afterword 127
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