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Better Business English
Make an Impact with your Written English
How to use word power to impress in presentations, reports, PR and meetings
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 London N1 9JN United Kingdom 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 525 South 4th Street, #241 Philadelphia PA 19147 USA
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.
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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 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
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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 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 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...