From the Back Cover
Its a fascinating subject and a fascinating book. Without doubt, its one of the best guides on business writing available today, expertly written and with clear, understandable guidance throughout. It will supercharge your writing and fast-track your business success.
Kate Allen, Head of UK & Ireland Marketing, BP Castrol
Every serious business professional should have a copy of this book; its an absolute godsend. One of the three business books I always have on my desk to refer to, its worth its weight in gold. In fact its worth its weight in saffron.
Sheridan Thompson, CRM Director, The Walt Disney Company
I loved this book. So many important business decisions are still made - and swayed - by writing. So if you can harness style, structure, substance and the psychology of persuasion in your writing, you've got a powerful business advantage.
James O'Keefe, Head of Communications Planning, Lloyds Banking Group
YOUR ESSENTIAL GUIDE TO BUSINESS WRITING
The Financial Times Essential Guide to Business Writing gives you the critical knowledge you need to make your writing more convincing, compelling and persuasive. It will also help you develop your writing skills for the future by showing you how to coach yourself so you can consistently improve your performance.
This concise, practical guide shows you exactly how to produce writing that has both style and substance, which captures your readers attention, and presents an irresistible call to action. If you follow its guidance, your writing will sizzle off the page and get you the results you want.
FT ESSENTIAL GUIDES: THE KNOW-HOW YOU NEED TO GET THE RESULTS YOU WANT
About the Author
is a multi award-winning creative director at one of the UKs biggest agency groups. Hes written copy in every major medium and for some of the best-known brands in their sectors including Avis, Barclays, Dyson, Macmillan, National Geographic, Oxfam, Sky and Zurich. Hes also written, edited or critiqued hundreds of business proposals, plans, presentations, pitch documents and marketing materials. Ian has a degree in psychology.