Chapter 4

Before writing in earnest, jot down your three main points— in complete sentences

A mathematician once told me that there are really only four numbers in the world: one, two, three, and many. There’s something to that: Four items just seem to be one too many for most people to hold in their memory. But a proposal, a report, or any other piece of business writing feels underdeveloped when it’s supported by only one or two points.

So write down your three main points as full sentences, and spell out your logic as clearly as you can. That way, you’ll force yourself to think through your reasons for recommending a vendor, for example, or pitching an offer to a client—and you’ll make a stronger case.

If you try to simply think things out ...

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