January 2012
Intermediate to advanced
256 pages
7h 37m
English
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Contents
SECTION ONE: Seven Deadly Sins
1: A Good Proposal Is Hard to Find… But It’s Worth Looking
SECTION TWO: A Primer on Persuasion
5: Winning by a NOSE: The Structure of Persuasion
6: Seven Magic Questions: How To Develop a Client-Centered Message
7: Why the Inuit Hunt Whales and Other Secrets of Customer Behavior
8: The Cicero Principle: How to Avoid Talking to Yourself in Print
9: Fluff, Guff, Geek, and Weasel: The Art of Saying What You Mean
10: Weaving Your Web: How to Pull It All Together Right from the Start
SECTION THREE:The Art of the Part: Where to Put Your Effort
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