...the Kitty Gets It! 2. To Be or Not To Be? 3. How to Write Headlines That Work 4. Why Writing Headlines Deserves a Second Installment 5. The Structure of Persuasive Copy 6. Now Featuring Benefits! 7. “Kids Eat Free” and Other Irresistible Offers 8. This Article Rocks. . . I Guarantee It! 9. The Long and Short of Copywriting 10. The #1 Secret to Great Copy Is. . . Don’t Read This or the Kitty Gets It! Poor Fluffy. I asked you not to do this, and you’ve gone and broken the rules. Things don’t look good for this cute little kitten I’ve taken hostage in case my demands were not met. She is awfully sweet, though. We’ll just have to wait until later on in the article to decide the fate of Fluffy. But first, we really do need to discuss the ultimate goal of good copywriting. Stick with me and I’ll go easy on the cat, deal? Let’s get started. What is the primary purpose of any piece of writing that you put out online — whether a blog post, a networking email, a sales letter or a tutorial? For starters, to get what you’ve written read, right? Makes sense. So, what’s the primary purpose of your headline, your graphics, your fonts, and every other part of the content? The simple, surprising answer is… To get the first sentence read. This may seem somewhat simplistic to you. Or maybe even confusing. For me, I came across this way of looking at copywriting later in my studies. I had spent plenty of time trying to master the art of writing a perfect...
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...CHAP TER Rhetorical Modes 1. NARRATION L E A R N I N G O B J E C T I V E S 10 1. Identify the purpose and structure of narrative writing. 2. Recognize how to write a narrative essay. Rhetorical modes simply mean the ways in which we can effectively communicate through language. This chapter covers nine common rhetorical modes. As you read about these nine modes, keep in mind that the rhetorical mode a writer chooses depends on his or her purpose for writing. Sometimes writers incorporate a variety of modes in one essay. In covering the nine rhetorical modes, this chapter also emphasizes these as a set of tools that will allow you greater flexibility and effectiveness in communicating with your audience and expressing your ideas. rhetorical modes The ways in which we effectively communicate through language. 1.1 The Purpose of Narrative Writing Narration means the art of storytelling, and the purpose of narrative writing is to tell stories. Any time you tell a story to a friend or family member about an event or incident in your day, you engage in a form of narration. In addition, a narrative can be factual or fictional. A factual story is one that is based on, and tries to be faithful to, actual events as they unfolded in real life. A fictional story is a made-up, or imagined, story; the writer of a fictional story can create characters and events as he or she sees fit. However, the big distinction between factual and fictional narratives is based on a writer’s purpose...
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...Material within this resource may be reproduced for training and learning purposes only. Copies can be made available in a range of different formats by contacting the Communications Team at the above address. November 2012 1 Guidance for use of this Resource These vocationally contextualised materials are designed to support Essential Skills tutors and trainers who are delivering Essential Skills Communication to Health / Social Care workers and students. They are not intended to be used as a set programme, rather as a resource for tutors, to support the planning and delivery of programmes suited to the needs of their own particular groups of learners. This resource should not be the sole source of task materials, since part of the ethos of essential skills is that the learner should have some choice in their materials for reading, writing and speaking/listening. Tutors can adapt the materials to suit the specific needs of their groups. The resource is suitable for use up to Level 2 Essential Skills Communication. Appendix 1 contains some information on how the use of these materials can generate evidence for some specific units in QCF Health and Social Care qualifications. Acknowledgements Thanks are due to the North West Regional College and Belfast Metropolitan College for the development of these resources and also for piloting the resources in their respective courses. They have proven to be successful with feedback...
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...Differences (c) Choice of Communication Channels (d) Length of Communication (e) Use of Language (f) Disabilities (g) Known or Unknown Receiver (h) Individual Perceptions/Attitudes/Personalities (i) Atmosphere/Noise/Distraction (j) Clarity of Message (k) Lack of Feedback 1.2 DEFINING WRITTEN COMMUNICATION - Oral communication involves conveying ideas, thoughts or information via a spoken language. - Written communication, however, information is exchanged using written symbols, that is, via words and sentences. Written communication is the sharing and exchanging of written symbols between individuals or groups. It is also the presentation of ideas in a coherent manner in written form. - Written communication can take place via letter, faxes, email,...
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...Conger Harvard Business Review Reprint 98304 This document is authorized for use only in MIM FEB 2012 - Organizational Behaviour by IE Business School from January 2012 to March 2013. HarvardBusinessReview M AY– JUNE 1998 Reprint Number DAVID J. COLLIS AND CYNTHIA A . MONTGOMERY CREATING CORPORATE ADVANTAGE 98303 JAY A . CONGER THE NECESSARY ART OF PERSUASION 98304 CHRIS ARGYRIS EMPOWERMENT: THE EMPEROR’S NEW CLOTHES 9 8302 JEFFREY PFEFFER SIX DANGEROUS MYTHS ABOUT PAY 98309 M AHLON APGAR , IV THE ALTERNATIVE WORKPLACE: CHANGING WHERE AND HOW PEOPLE WORK 9 8301 ORIT GADIESH AND JA MES L . GILBERT PROFIT POOLS: A FRESH LOOK AT STRATEGY 9 8305 ORIT GADIESH AND JA MES L . GILBERT m anager’s to ol kit CONSTANTINE VON HOFFM AN HBR CASE STUDY GORD ON SHAW, ROBERT BROWN, and PHILIP BROMILEY ideas at work L ARRY E. GREINER HBR CL ASSIC HOW TO MAP YOUR INDUSTRY’S PROFIT POOL DOES THIS COMPANY NEED A UNION? STRATEGIC STORIES: HOW 3M IS REWRITING BUSINESS PLANNING EVOLUTION AND REVOLUTION AS ORGANIZATIONS GROW JEFFREY E. GARTEN 9 8306 98311 9 8310 9 8308 BO OKS IN REVIEW OPENING THE DOORS FOR BUSINESS IN CHINA This document is authorized for use only in MIM FEB 2012 - Organizational Behaviour by IE Business School from January 2012 to March 2013. 98307 The language of leadership is misunderstood, underutilized – and more essential than ever. T H E N E...
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...Study Guide for The Autobiography of Benjamin Franklin by Benjamin Franklin i Meet Benjamin Franklin Benjamin thought that his older brother James was too hard on him, and they often fought. When his apprenticeship ended, Franklin went to Philadelphia. This city, far more than his birthplace of Boston, became Franklin’s home. In Philadelphia he established his own business and raised his family. After Franklin retired from business in 1748, he embarked on a new career as a civil servant. He served in the Pennsylvania Assembly and became deputy postmaster-general. Sent to England as a representative of the Assembly, he spent five years there. During that time, he made the acquaintance of statesmen and scientists alike. Years later, he returned to England and found himself caught up in the growing tension between the thirteen colonies and the British government. Franklin’s loyalties were divided. He felt affinities to the colonies and to King George II of England. When he could tolerate the British government’s policies toward the American colonies no longer, he sailed back to the colonies. By the time his ship arrived, the first battles of the American Revolution had already been fought. Franklin was chosen to serve on the Second Continental Congress, which, acting as the government for the colonies, declared independence from Britain and appointed George Washington as commander in chief of the American army. Franklin was one of five men selected to draft the Declaration...
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...Study Guide for The Autobiography of Benjamin Franklin by Benjamin Franklin i Meet Benjamin Franklin Benjamin thought that his older brother James was too hard on him, and they often fought. When his apprenticeship ended, Franklin went to Philadelphia. This city, far more than his birthplace of Boston, became Franklin’s home. In Philadelphia he established his own business and raised his family. After Franklin retired from business in 1748, he embarked on a new career as a civil servant. He served in the Pennsylvania Assembly and became deputy postmaster-general. Sent to England as a representative of the Assembly, he spent five years there. During that time, he made the acquaintance of statesmen and scientists alike. Years later, he returned to England and found himself caught up in the growing tension between the thirteen colonies and the British government. Franklin’s loyalties were divided. He felt affinities to the colonies and to King George II of England. When he could tolerate the British government’s policies toward the American colonies no longer, he sailed back to the colonies. By the time his ship arrived, the first battles of the American Revolution had already been fought. Franklin was chosen to serve on the Second Continental Congress, which, acting as the government for the colonies, declared independence from Britain and appointed George Washington as commander in chief of the American army. Franklin was one of five men selected to draft the Declaration...
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...The Autobiography of Benjamin Franklin Study Guide 9 Copyright © by The McGraw-Hill Companies, Inc. Benjamin thought that his older brother James was too hard on him, and they often fought. When his apprenticeship ended, Franklin went to Philadelphia. This city, far more than his birthplace of Boston, became Franklin’s home. In Philadelphia he established his own business and raised his family. After Franklin retired from business in 1748, he embarked on a new career as a civil servant. He served in the Pennsylvania Assembly and became deputy postmaster-general. Sent to England as a representative of the Assembly, he spent five years there. During that time, he made the acquaintance of statesmen and scientists alike. Years later, he returned to England and found himself caught up in the growing tension between the thirteen colonies and the British government. Franklin’s loyalties were divided. He felt affinities to the colonies and to King George II of England. When he could tolerate the British government’s policies toward the American colonies no longer, he sailed back to the colonies. By the time his ship arrived, the first battles of the American Revolution had already been fought. Franklin was chosen to serve on the Second Continental Congress, which, acting as the government for the colonies, declared independence from Britain and appointed George Washington as commander in chief of the American army. Franklin was one of five men selected to...
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...Lauren Vicker, Ron Hein - "The Fast Forward MBA in Business Communication" Page i The Fast Forward MBA in Business Communication Page ii THE FAST FORWARD MBA SERIES The Fast Forward MBA Series provides time-pressed business professionals and students with concise, onestop information to help them solve business problems and make smart, informed business decisions. All of the volumes, written by industry leaders, contain "tough ideas made easy." The published books in this series are: The Fast Forward MBA in Negotiating & Dealmaking (0-471-25698-6) by Roy J. Lewicki and Alexander Hiam The Fast Forward MBA in Financial Planning (0-471-23829-5) by Ed McCarthy The Fast Forward MBA in Hiring (0-471-24212-8) by Max Messmer The Fast Forward MBA in Investing (0-471-24661-1) by Jack Waggoner file:///C|/Documents and Settings/gasanova/Local Settin..._Fast_Forward_MBA_in_Business_Communication/e-book.html (1 of 175)16.02.2005 13:57:22 Lauren Vicker, Ron Hein - "The Fast Forward MBA in Business Communication" The Fast Forward MBA in Technology Management (0-471-23980-1) by Daniel J. Petrozzo The Fast Forward MBA Pocket Reference (0-471-14595-5) by Paul A. Argenti The Fast Forward MBA in Marketing (0-471-16616-2) by Dallas Murphy The Fast Forward MBA in Business (0-471-14660-9) by Virginia O'Brien The Fast Forward MBA in Finance (0-471-10930-4) by John Tracy The Fast Forward MBA in Project Management (0-471-32546-5) by Eric Verzuh Page iii The Fast Forward MBA in...
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...(pp. 656–680). Oxford, England: Oxford University Press. Formatting Dissertations Long, M. (2007). School media librarians as transformational leaders (Doctoral dissertation). Available from ProQuest Dissertations and Theses database. (UMI No. 329321) Study Notes: Common APA Style and Formatting Challenges The following guidelines are followed by most faculty members on most Walden coursework, theses, and dissertations. Occasionally, Walden faculty will ask for slight variations on these rules. 1. Font: Use a 12-point serif font, such as Times Roman, Garamond, , Palatino, or Century Schoolbook. Titles, headings, and table titles and copy should also appear in the same 12-point type. 2. Spacing: Double-space all of your work, per guidelines in the 6th edition of the APA style manual. Per APA, you should insert two spaces after a sentence ending period, although many Walden members allow a single space after a period. [A single space is fine for Dr. Mahoney.] For all assignments, be careful that your word processing program does not put extra line spaces before or after paragraphs. You can change that under Page Layout, Paragraph, Spacing for Windows 7. 3. Margins and page numbers: All margins should be 1" from the edge of the paper. Page numbers go in the upper right corner, 1" down and 1" in from the edge of the paper. The first line of text should start 1.5" down. (Note: MS Word defaults the first line of text at 1".) 4. Italics: Use italics, not underlines...
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...1 Ogilvy on Advertising By David Ogilvy Sarah Perry JOMC 170 Book Report July 18, 2006 2 About the Author David Ogilvy, born in 1911, was called by Time “the most sought after wizard in the business.” Ogilvy was one of the three key individuals in the Creative Revolution, along with Bill Bernbach and Leo Burnett. Before Ogilvy began advertising, he worked with research giant George Gallup for 3 years (David Ogilvy: History). Ogilvy came from the UK to start his agency Ogilvy & Mather. Starting with no clients in 1948, it has since grown into a worldwide enterprise (Ogilvy.com). As successful as Ogilvy was, he did it all with no college degree (Ogilvy 51). Some of Ogilvy’s most famous campaigns were the Hathaway shirts which ran for 25 years, Schweppes, and Rolls-Royce. Ogilvy wrote 3 books about advertising: Confessions of an Advertising Man (1963), Blood, Brains, and Beer: The Autobiography of David Ogilvy (1978) and Ogilvy on Advertising (1983). Ogilvy retired in 1971 and after his retirement, Ogilvy & Mather was purchased by mega agency WPP in 1989 for $864 million (Ogilvy.com). Ogilvy died in 1999 but his legacy in the advertising world will always be remembered. 3 Abstract of Ogilvy on Advertising In Ogilvy on Advertising, David Ogilvy writes about all aspects of advertising. He explains all the tips and rules he has learned about advertising through his own experience and through looking at data. He mainly writes about the aspects of advertising he knows from his own...
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...Hours: Wednesday (2:00 p.m. - 3:00 p.m.) Thursday (1:00 p.m. - 2:30 p.m.) CONTACT INFORMATION: Office: Phone: Fax: E-Mail: 329 David Stuzin Hall (352) 392-6654 (352) 392-5237 ctapley@ufl.edu http://vista.courses.ufl.edu/ Class Webpage: COURSE MATERIALS: TEXTBOOK 1. Financial Management: Theory and Practice (12th Edition), Eugene F. Brigham and Michael C. Ehrhardt, Thompson/South-Western, 2008, ISBN: 0-324-42269-5. The official textbook for the class will be an excellent reference book as you start your career, as you may easily find that there will be times, on the job, when you need to reference prior material, or formulas, covered in your corporate finance classes at UF. However, books have become somewhat expensive, so you may, instead, purchase the 11th or 10th Edition of the book, typically at a cheaper price, through various online booksellers. However, there are minor differences between the 10th, 11th, and 12th editions; mainly in the order of the chapter. These differences should not impact your ability to perform well in this class, but you may need to map the chapters in the 10th or 11th Edition to those assigned in the 12th Edition. This is your responsibility, not mine. You may also use the textbook used in FIN 3403: Fundamentals of Financial Management (12 Edition), Eugene F. Brigham and Joel F. Houston, Thompson/South-Western, 2010. Like above, FIN 4414 – Syllabus – Sections 2109 & 7111 – 2010 Spring Term Page 1 of 31 Pages you may also purchase the 11th or...
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...Bus 252a Marketing Management Mondays and Wednesdays 2: 11:00 – 12:20pm Fall Semester 2014 International Hall Sachar Building Grace Zimmerman Senior Lecturer Email: gzimmerm@brandeis.edu Office: Lemberg 161 Office Hours: Mondays and Wednesdays 11:00 – 12:20 and 2:00 – 3:00 pm, or by appointment Brandeis University International Business School Course Description Marketing is the sum of the activities undertaken by a company to stimulate sales of its product or services with its customers. The marketing objective is to create, promote and distribute products or services, at a price and quality deemed valuable by the company’s customers, in order to create value and profit for the company. Maintaining a strong and compelling value proposition and long-term relationship with the company’s customers are vital for the company’s continued success and require constant monitoring of market, environmental, technological and competitive forces. Marketing is therefore integral to establishing a company’s strategic direction. This in turn makes marketing skills and perspective essential to the success of all business managers in any business. This course provides an in-depth exploration and practical application of basic marketing tools. These include...
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...Bus 252a Marketing Management Mondays and Wednesdays 2: 11:00 – 12:20pm Fall Semester 2014 International Hall Sachar Building Grace Zimmerman Senior Lecturer Email: gzimmerm@brandeis.edu Office: Lemberg 161 Office Hours: Mondays and Wednesdays 11:00 – 12:20 and 2:00 – 3:00 pm, or by appointment Brandeis University International Business School Course Description Marketing is the sum of the activities undertaken by a company to stimulate sales of its product or services with its customers. The marketing objective is to create, promote and distribute products or services, at a price and quality deemed valuable by the company’s customers, in order to create value and profit for the company. Maintaining a strong and compelling value proposition and long-term relationship with the company’s customers are vital for the company’s continued success and require constant monitoring of market, environmental, technological and competitive forces. Marketing is therefore integral to establishing a company’s strategic direction. This in turn makes marketing skills and perspective essential to the success of all business managers in any business. This course provides an in-depth exploration and practical application of basic marketing tools. These include product policy, pricing, promotion, distribution...
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...S c h o o l of Ac c ount a nc y Faculty of Business Writing F O R A C C O U N TA N T S Edited by Di Lewis i This book is copyright. Apart from any fair dealing for the purposes of private study, research, criticism or review, as permitted under the Copyright Act, no part may be reproduced by any process without written permission. © School of Accountancy, QUT 2003 Produced by QUT Publications 232975 8437 ISBN: 1 74107 014 7 ii Contents Preface Accountancy writing and preparation of documents Writing and accountants Determining the Purpose (aim) Investigating Planning the document Writing the document Revising the document Style of professional documents Good and poor writing Audience Tone Language Overwriting (padding) Overgeneralisation Spelling, punctuation and grammar Abbreviations Expressing numbers Paragraphing Headings and sub-headings Quantitative information Recommendations Letter writing for accountants Claim letter Letter of advice Letter of engagement Letter of enquiry Letter of refusal Management letter Memos E-mails Research Essays, Reports and Resumés Research essays Reports Resumés References and Bibliographies iii v 1 1 2 2 7 8 8 9 9 10 10 10 11 11 11 12 12 12 12 12 13 14 16 17 19 21 22 23 24 26 27 27 31 40 41 iv Preface Writing for Accountants is a brief guide to the types of writing that accountancy students and practising accountants are most often called on to do. It is not intended as a definitive text, but rather...
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