1. Write for your readers -- Know your readers -- What if you don't know your readers? -- Check for readability -- Write from the reader's perspective -- Build reader rapport -- Come to terms with gender -- Manager's checklist for chapter 1 -- 2. From purpose through process -- Know your single purpose -- Writing in four stages -- Five-step revision and edit -- Help for your grammar -- Manager's checklist for chapter 2 -- 3. The power of words to express, not impress -- Make it clear, economical, and straightforward -- Avoid trite phrases, clichés, and jargon -- Accentuate the positive -- Make it active -- Avoid typographical excess -- Avoid noun and adjective stacks -- Choices and consideration -- Manager's checklist for chapter 3 -- 4. Structure your writing to reach your reader -- Techniques to engage the reader -- Traditional letter form -- E-mail form -- Tips for writing at chip speed -- Five formats for letters and e-mail -- Manager's checklist for chapter 4 -- 5. The power of visuals, white space, and headings -- Visuals: into the head through the eyes -- White space: making the most of nothing -- Headings: signposts and signals -- Summary -- Manager's checklist for chapter 5 -- 6. Writing basics: grammar and style -- Style -- Vocabulary -- Grammar -- Spelling -- Punctuation -- Layout -- Going beyond this book -- Manager's checklist for chapter 6 -- 7. How to start and stop -- Gaining attention -- Effective openings -- Holding your readers -- Ending strong -- Manager's checklist for chapter 7 -- 8. Writing for social media -- Blogs -- Tweeting -- Facebook -- Summary -- Manager's checklist for chapter 8 -- 9. Zero-based writing -- Move from assumptions to perspective -- Master process writing -- Write clear, practical de<br />ions -- Write simple instructions -- Manager's checklist for chapter 9 -- 10. Dealing with tough situations -- Breaking bad news -- Reacting to a predicament -- Above all, do no harm -- Turning negatives into positives -- Competence and confidence -- Manager's checklist for chapter 10 -- 11. Reports, reports, reports -- Basics for all reports -- Occasional report -- Activity report -- Status or progress report -- Formal report -- Evaluating your report -- Manager's checklist for chapter 11 -- 12. Persuading your readers -- How to persuade in three difficult steps -- Ten rules of persuasion -- Use a problem/solution format -- Write powerful proposals -- Conclusion -- Manager's checklist for chapter 12 -- A. Appendix. Post<br />: top 10 tips for writing well in business -- Top 10 tips for writing well in business.-- Index.