Writing That Works

Résumé du livre

Kenneth Roman and Joel Raphaelson are former executives of the advertising and PR agency Ogilvy & Mather. Roman served as the company’s CEO, while Raphaelson was Executive Creative Director.

Overflowing inboxes make concise, impactful emails essential. Start with a compelling subject line to capture attention, such as “Do your clients feel satisfied?” Pair this with a positive tone, both in the subject line and signoff, like “Many thanks, everyone!” and “Best regards.” Keep your message focused by cutting unnecessary content, and avoid addressing multiple recipients to prevent confusion. For more personal communication, physical letters can be effective. Begin with a handwritten salutation and a headline-like opening, such as “James Brown has raised concerns regarding the HR department.” Clearly state requests, provide reasoning, and conclude with gratitude and specific next steps, like “Please inform us of your decision by June 8th.” Traditional direct mail remains effective when approached strategically. Highlight your offer prominently, include incentives, and use the P.S. section to emphasize urgency. For fundraising, personalize appeals and suggest specific donation amounts to build long-term relationships. Revising and organizing are crucial for polished writing. Trim excess content, ensure logical flow, fact-check, and format for readability with concise paragraphs, line breaks, and strategic use of italics and bold subheadings. Simplicity and authenticity enhance clarity—use short sentences, avoid jargon, and provide specific details, such as “student enrollment tripled to 210.” Blueprints and reports should build toward clear recommendations, supported by evidence tied to objectives. Present reports with a clear purpose and logical structure, reserving charts for the appendix. For presentations, center your message on a memorable theme, like “triple your revenue,” and engage your audience with interactive elements and unexpected content. Conclude with a lasting impression. In persuasive writing, state your objective upfront, provide background expertise, and highlight benefits tied to actions. For funding proposals, specify the amount and allocation early, create urgency, and include a compelling story. Job applications should begin with a bold summary of qualifications, followed by a reverse-chronological resume focused on achievements. Address cover letters to specific individuals, state your purpose clearly, and follow up with a personalized thank-you letter to leave a strong impression.

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