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About the author Introduction part 1 Planning 1 Powerful business writing: Your objective 2 Proposition: The thin end of your wedge 3 Content: Interrogation & insight 4 Context: Audience & medium 5 Concept: Bringing your story to life 6 Essential Plan checklist part 2 Doing 7 Punctuation, grammar & usage 8 How to harness style & structure 9 How to craft that draft 10 How to win hearts & minds 11 How to be utterly fascinating 12 How to be irresistibly persuasive 13 Twenty-five quick wins 14 Essential Do checklist part 3 Reviewing 15 Perfect, prune & polish 16 Giving and getting feedback 17 Getting better 18 Essential Review checklist Index
Ian Atkinson is a multi award-winning creative director at one of the UK's biggest agency groups. He's written copy in every major medium and for some of the best-known brands in their sectors including Avis, Barclays, Dyson, Macmillan, National Geographic, Oxfam, Sky and Zurich. He's also written, edited or critiqued hundreds of business proposals, plans, presentations, pitch documents and marketing materials. Ian has a degree in psychology.