Writing that works: how to communicate effectively in business, e-mail, letters, memos, presentations, plans, reports, proposals, resumes, speeches by Kenneth Roman and Joel Raphaelson Summary

1. Clarity trumps complexity in business writing—short sentences and simple words engage readers
2. Effective emails use clear subject lines and concise content to drive immediate action
3. Structure business plans with a pyramid argument: purpose, subgoals, and actionable recommendations
4. Edit ruthlessly by removing jargon and unnecessary words to boost credibility
5. Persuasive proposals balance specificity with brevity to demonstrate value without overwhelming stakeholders
6. Craft resumes that spotlight achievements using active verbs and quantifiable results
7. Master presentations by opening with hooks and closing with memorable calls to action
8. Direct-mail success hinges on personalization, urgency, and clear next-step instructions
9. Kenneth Roman’s "Writing That Works" prioritizes reader-focused messaging over technical impressiveness
10. Replace passive voice with direct phrasing to strengthen authority and readability
11. Avoid email overload by reserving complex discussions for face-to-face conversations
12. Polish formatting with bullet points, headers, and white space to enhance skimmability

Об авторе книги Writing that works

Kenneth Roman and Joel Raphaelson, co-authors of Writing That Works: How to Communicate Effectively in Business, are renowned authorities in corporate communication and advertising strategy.

Roman, former chairman and CEO of Ogilvy & Mather Worldwide, leveraged his decades of leadership at one of the globe’s premier advertising agencies to craft this definitive guide to business writing. Raphaelson, a seasoned executive and communications expert, contributed practical insights honed through advising Fortune 500 companies.

Their collaborative work distills actionable techniques for emails, presentations, and reports, reflecting their shared philosophy that clear writing drives business success. Roman’s other influential works include The King of Madison Avenue, a biography of advertising legend David Ogilvy.

Used by professionals worldwide and featured in platforms like Blinkist and Goodreads, Writing That Works remains a timeless classic, with updated editions addressing modern challenges like digital communication and workplace diversity.

Часто задаваемые вопросы о Writing that works

What is Writing That Works about?

Writing That Works by Kenneth Roman is a practical guide to effective business communication, offering strategies for emails, presentations, reports, resumes, and more. It emphasizes clarity, simplicity, and audience-focused writing, with updated advice on digital communication and political correctness. The book provides actionable frameworks to help professionals convey ideas persuasively across various formats.

Who should read Writing That Works?

This book is essential for professionals, managers, job seekers, and students seeking to improve their business writing skills. It’s particularly valuable for those crafting emails, presentations, proposals, or resumes, as well as anyone aiming to communicate with precision in corporate, nonprofit, or entrepreneurial settings.

Is Writing That Works worth reading?

Yes, the book is praised for its actionable tips and real-world examples. Endorsed by industry leaders like David Ogilvy, it’s considered a timeless resource for anyone wanting to eliminate jargon, structure ideas clearly, and achieve results through writing. While some find its advice broad, its focus on fundamentals makes it widely applicable.

How does Writing That Works approach business communication?

Roman prioritizes clarity and conciseness, advocating for short sentences, active voice, and specific language. The book teaches readers to “not mumble” by addressing audience needs directly, whether writing emails, speeches, or marketing copy. It blends traditional principles with modern digital considerations.

What are the key principles of effective writing in the book?

• Simplify: Use short words, sentences, and paragraphs for readability.
• Focus: Highlight the 3 most important points upfront.
• Edit ruthlessly: Remove filler words and redundancies.
• Format strategically: Use headings, white space, and bullet points to guide readers.

How does Writing That Works address email communication?

The book advises keeping emails concise with clear subject lines, single-topic focus, and actionable requests. It cautions against overusing email for complex discussions and emphasizes proofreading to maintain professionalism. Examples show how to structure emails for maximum impact.

What tips does the book offer for crafting presentations and reports?

For presentations, Roman stresses starting with a compelling hook, using storytelling techniques, and limiting slides to key visuals. Reports should open with executive summaries, use data visualization, and end with specific recommendations. Both formats require tailoring content to the audience’s knowledge level.

How can Writing That Works improve job application materials?

The book provides templates for resumes that highlight achievements over duties and cover letters that tell a career narrative. It advises using action verbs, quantifying results, and aligning materials with job descriptions. Interview follow-up emails are also covered.

Does Writing That Works discuss inclusive language and political correctness?

The third edition includes guidance on using gender-neutral terms, avoiding biased language, and adapting communication for diverse audiences. It balances clarity with sensitivity, showing how to maintain professionalism without compromising inclusivity.

What editing strategies does the book recommend?

Roman advocates the “20% rule” – cutting 20% of initial drafts by eliminating redundancies and weak modifiers. Key techniques include reading aloud to catch awkward phrasing, using grammar check tools, and seeking peer feedback before finalizing documents.

How does Writing That Works compare to other business writing guides?

Unlike theoretical approaches, Roman’s guide focuses on executable tactics honed through his advertising career. It’s frequently compared to On Writing Well but stands out for its business-specific frameworks and updated digital communication examples.

What are some notable quotes from Writing That Works?

• “Five times more people read the headline than the entire text.”
• “The one who mumbles gets less attention than the one who speaks in plain language.”
• “Your writing isn’t finished when there’s nothing more to add, but when there’s nothing left to cut.”