Orwell, George, 35
Outcomes, of reader, 125
Outlook, 21
P
Paragraph, 103–8
cause and effect, 115
chronology, 107
classification, 114–15
comparison and contrast, 111–14
definition, 114
descriptive, 108–11
key point with details, 108
length, 71, 104
question and answer, 116
stream-of-consciousness, 104
topic sentence, 104
Passive voice
clarity and, 68
deleting, 58
failure of, 46
in Weasel language, 45–47
Patterns, for messages, 116–26
Patterson, Neal, 7, 9
penultimate, 89
People, 122, 123
Performance anxiety, writing and, 55
Performance appraisals, 150–56
conducting, 150–51
examples, 153–56
as subjective process, 153
Personal goals, motivational writing
and, 162
Personality type, adjusting for, 98–102
Persuasion, 117, 122
motivation versus, 157
Persuasive writing, 124–26, 176–95
announcement of new product or
service, 184–85
cold call messages, 177–81
customer feedback, soliciting, 188
evidence, 126
funnel pattern in, 185
information request, responding to,
185–87
meeting, setting and following up,
181–82, 182–84
NOSE structure, 177
nurture messages, 189–90
outcomes, 125
presentations, 193–95
proposals, 190–92
readers’ needs, 124–25
204 The Language of Success
recommendations, 190–92
solution, recommending, 125–26
structure of, 176
“Politics and the English Language”
(Orwell), 35
PowerPoint, 15
precede, proceed, 89
Presentations, to management, 193–95
principal, principle, 89
Print, impact of, 7–9
Procter & Gamble, 99
Productivity, 2
Professionalism, in business writing,
12
Project updates and summaries,
135–38
examples, 136–38
formatting, 136
Proofreading
of e-mails, 21–22
importance of, 81
Proposals, 125
as persuasive writing, 190–92
writing, 2
Psychological jargon, 158
Public relations, 2
Punctuation
in e-mails, 14
errors, 81
Purpose, of writing
defining, 65
information, 122–23
for message, 116–26
persuasion, 117
structure aligning with, 117–18
suitability for, 102–16
Q
Question and answer
paragraph, 116
in writing, 134–35
R
Readability, 67
calculating, 82
of e-mails, 19
Reading, elements of, 67
Receiver, 118
Recipient, title, 62
Recommendations, writing, 190–92
Regional accent, speech patterns and,
57
Repetitious redundancy, 76

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