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(More customer reviews)I have to write a lot in my business - everything from press releases, speeches, company biographies and sales brochures, through to presentations and marketing reports. Most of my efforts are spent on making it "sound" good and I never really gave any thought to the next step down the line - making it "work". I think it's because we all get set in our ways, and the day-to-day problems we are constantly facing leave little time to step back from what we are doing, and try to gauge how the words we produce will be absorbed or understood by the customer.
In that respect I found the book's advice both sensible and pragmatic. For example, the need to explain - really explain - what you are saying, and not make the assumption that the reader is telepathic and understands/agrees with points you feel are self-explanatory. Once you've got the hang of it all feels so obvious.
Indeed, some of the advice given in the book is obvious. But the advantage of Powerwriting is that it shows you how to apply what may be obvious on to a real situation, like writing a CV, a company brochure or copy for a video. And that's where the book's strength lies - it's full of what ought to be obvious to anyone in business, but most of us never take a deep breath, stand back and see how and why we need to apply it to the everyday problems any businessman faces.
"Powerwriting" is the first book I've ever read which helps me understand the simple "rules" of making a message really work and not just add to the pile of wasted words passing across the recipient's desk. It's easy to use as a reference and I strongly recommend it to anyone who want to make what they write work more efficiently.
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Effective, powerful written communication skills are vital in business. Increasingly business people are writing both screen and paper based communications themselves rather than delegating to specialists. However, the actual craft of writing is only half the story. The other half is knowing how to approach the exercise to begin with -- how to structure your message, how to understand your audience, and how to marry the two. To get that wrong is expensive, time-consuming and professionally embarrassing. Yet millions are wasted every year on business communications that don't work, because the approach to the exercise -- rather that the writing or design - is wrong. Powerwriting is the first book on business writing to give readers the tools they need to approach business writing properly. It teaches you the most critical part of the process - how to think before you write, and get your message to work for the audience you need to address. Then it shows you how to write that message so it gets the results you want, every time.
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