December 2009
Beginner
224 pages
4h 3m
English
Content preview from The Truth About the New Rules of Business Writing
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Truth 14. Effective messages lead with strength
Did you freeze whenever your high school or college teachers told you to develop “a strong thesis statement” for your “essays”?
Journalists have a much more encouraging way of talking about an opening. They call it the lead. For a newspaper or magazine article—and for broadcast journalism as well—the opening statement has a lot of work to do: It must pull the reader in, represent the full content of the document, establish accurate expectations, create the tone, and more.
A lead for an advertising or promotional document works even harder to attract attention and set up the reader to view the rest of the piece favorably. In both journalism and advertising, the lead must answer that essential “what’s ...
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