Chapter 6. Writing words that sell
The rules for writing good English
How to write case studies
How to write one-page summaries
‘I do not so much dislike the matter, but the manner of his speech.’ | ||
| --William Shakespeare (1564–1616), poet and playwright | ||
The Economist is an unusually well-written magazine. It describes the holy trinity of journalism as articles that are ‘factually correct, well thought-out and elegantly expressed’. That’s exactly how your sales documents should be written. The need to get things ‘factually correct’ has been mentioned several times, and the last chapter showed the method for producing a ‘well thought-out’ proposal. This chapter is about ‘elegant expression’. Most proposals are not elegantly expressed – and that is a ...
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