Alessandro Lucchini
Writing Business Writing in the Internet age
Editions Sperling Kupfer
288 pages - £ 26,000 - Euro 13.43
to you, reader - Introduction
Perhaps the most 'other books, a book on writing and' the fruit of a collaboration. Many people have helped me to identify the ideas that give life to this book. Many others have helped me to find a way to express them. Now we need your help too: it will be you, reader, to decide if and 'fatigue was a useful or not. But before I tell you 'cause I wanted to write this book. We are all business writer
This book is' designed for you. Not only that work for you write from morning to evening. Even for you that you write only a few times. The business writing and 'the standard of all occupations: managers, professionals, secretaries, teachers, office staff and engineers. All they are doing to cope with a writing that changes every day, all dealing with computers, printers and e-mail, even those that have always been writing letters to the secretary. You'll notice it: the writing and you 'become indispensable in your daily work. If it 's simple and effective, do you understand by the employees, customers and the press.
Simple, clear, direct style of writing
professional in Italy is changing. As in private companies in public administration. Slow change, but inevitable. Text simple, clear, streamlined, essential, going straight to the point. That 's the direction. Ask the youth, internet calls, the calls for the pace of our lives. This book will interpretare e assecondare questo cambiamento. Senza la pretesa di essere risolutivo ("Diventare scrittori di successo in una settimana", o "Conquistare un pubblico in 50 minuti"). Il mio scopo e' quello di offrire un aiuto per semplificare una difficolta' comune: quella di scrivere in modo chiaro, diretto e - perche' no? - piacevole.
Come un libro di cucina
Trita la cipolla e falla appassire a fuoco lento in una casseruola, con 80 g di burro. Unisci la pancetta a striscioline, fa' insaporire per qualche minuto, poi versa il riso e mescola... L'hai letta, la ricetta del risotto al tartufo. E mentre la rileggi, la fai. Un'occhiata alla pagina, col cucchiaio di legno in mano, e via a mescolare. Com'era? prima il vino or before the broth? Ah, yes', the first wine. And down 'still stirring. So 'I like to think that you will read this book. With pen in hand, like the wooden spoon. It underlines what 'that you find interesting, mark notes on the margin, yellowish or attacks with your ideas. Or better yet, try it now if you've read it works. Change a sentence of a text, and see if it works better. A focus of the here and now then '. As for the risotto.
Depth 'European and American
The effectiveness of this book and American-inspired' clear from the title. For more 'for a reason. Italian companies are working with American companies. Many American companies have offices in Italy. Italian companies have offices around the world. U.S. multinationals, the world, own it. It has its own language. Global language, that exchange messages globally. Today we write so much, and you 'have to read much, and the large number of words all the same, to emerge have to be good, and update. I went to the temple of the great American writing: Boston. Li 'there' the university 'at Harvard, Emerson ¹ s College,' that since 1901, and 'specialized in communication, Babson College, one of the most' qualified business school in America. I took lessons and interviewed many teachers, to get to know that approach to communication, so 'direct and effective. Then I interviewed businessmen, Italian and American managers di multinazionali che scrivono per comunicare con le loro sedi nel mondo. Poi ho affiancato le fonti orali alla bibliografia e ho confrontato tutto questo con la mia esperienza come insegnante di scrittura efficace. Ne e' uscito un metodo che mira a conservare la profondita' della cultura europea, e insieme raggiungere l'immediatezza dello stile americano.
Uno spiedino in 69 capitoli
I 69 capitoli di questo libro sono organizzati in sette sezioni.
A - Pensare, scrivere, correggere
e' la sezione ideologica. Descrive le tre fasi del processo di scrittura - progettazione, redazione, revisione - presenta le funzioni dei due emisferi del cervello (destro/emotivita', sinistro/razionalita') e spiega come usarle quando scriviamo; fornisce consigli pratici per rendere piu' fluido il processo di scrittura.
B - Organizzare la struttura
e' la sezione metodologica, che tratta il principale valore di un testo: la struttura. Presenta il testo stesso come uno spazio geografico - inizio-corpo-fine - e illustra alcuni metodi per potenziare le sue parti piu' importanti.
C - Scrivere chiaro
Descrive il primo dovere di un business writer: farsi capire. Analizza i piu' comuni disturbi della comprensione; smonta il linguaggio burocratico, cosi' pesante nelle aziende private come negli enti pubblici; fornisce una guida pratica alla chiarezza e alla sintesi.
D - Scrivere efficace
E' la sezione piu' concreta. Presenta le tecniche che danno energia al testo e gli they reach the goal: to bring the writer to the reader, bring the form to content, increase the impact of words and phrases, etc..
E - Capturing the attention
Some tips to overcome boredom, haste, distraction of the reader. The language, the questions, the elements of surprise, changes of pace and style, the power of rhetoric, games with words and numbers. To write a more 'lively, more' interesting, more 'creative.
F - Set the tone and style
After the what and why ', ¹ s attention to how. Adapt the style to the public, reduce the gap between written and spoken language, maintain a nice rhythm that supports the argument, avoid clichés. Strive to develop a personal style, recognizable as his own voice.
G - From business writing to web writing - click, link, forward, chat, spam, surfing, downloads ... In
Internet writing has to deal with new techniques, with a new vocabulary, perhaps even with a new alphabet. Yet in this section - which contains the experiences of a group of investigators of this new frontier of communication - to be found many of the techniques discussed in previous sections, demonstrating the innovative power of the Internet and its ability 'to turn (and perhaps improve ) the traditional writing on paper.
The seven sections are readable in a linear fashion, from prima pagina all'ultima, o anche in modo ipertestuale, con rapide occhiate a indici, titoli e titolini, e approfondendo i capitoli che piu' t'interessano. Come uno spiedino: puoi gustare un boccone alla volta, oppure sfilare tutto e cominciare dalla cipollina che sta in mezzo.
Regole da dimenticare
Se sei arrivato fin qui, significa che abbiamo gia' instaurato un rapporto. Posso svelarti ora la mia speranza: che dopo aver letto questo libro, tu lo chiuda e cominci a scrivere speditamente, per conto tuo, senza pensare troppo alle regole. Nella scrittura le regole s'imparano dopo averle applicate. E solo con la fatica propria. Se ti avro' aiutato a capire dove e come spenderla, la tua fatica, mi sentiro' soddisfatto.
Good reading.
PS if you give me your opinion on this book, you can send an email to lucchini@msoft.it
Business Writing - Table of Contents Section A
Thinking, writing, correcting
How to improve writing and recognizing time functions of its three phases: planning, drafting, reviewing
1) "Thinking on Paper": writing as a tool for thinking
2) The perfect number: the three phases of the writing process
3) Our two brains: how to use them when write
4) "Creativity on demand": an exercise in brainstorming
5) Pre-writing: psychology and technique to overcome the initial block
6) The "clustering": one of the most 'effective pre-writing techniques
7) Free-writing: the more' natural writing
8) The advantages of free-writing
9) Re-writing: the shift to the left hemisphere of the brain
10 ) Re-writing a text of others
Section B
Send To organize the structure as a geographical space: top-end body-How to strengthen the most 'important.
11) Fiction and nonfiction: the importance of structure
12) The three-part structure
13) How to fly: the concept of "Expository Writing"
14) A little 'charge to leave. A council of Italo Calvino
15) ... A good start: the beginning they hold the reader's chair
16) A text, tanti possibili inizi
17) "In medio stat virtus"? Criteri per la parte centrale del testo
18) Il botto finale. Come potenziale la conclusione
19) Post scriptum: l'ultima chance
Sezione C
Scrivere chiaro
Il primo dovere di un business writer: farsi capire
20) Scusi, non volevo dire...: gli errori di interpretazione
21) Non ti capisco. Criteri e strumenti per misurare la comprensibilita' dei testi
22) I disturbi della comprensione
23) Guida pratica allo scrivere chiaro
24) Potenza della sintesi
25) Forbici e colla. Il piu' efficace metodo di sintesi
26) Sequenze: un altro metodo per ottenere la sintesi
27) Lungo o noioso? Pensieri counter: praise length
28) Point, colon, semicolon punctuation Capricci
29) Antilingua semantic and terror: when the bureaucratic language into the company
Section D
Write effective
The second duty of a business writer: achieve the goal
30) Persuade or convince? The physicality 'of writing
31) You, the reader. The advantages of the "reader focused writing"
32) The lion's share. Identification with the reader. The lesson of Hemingway
33) Listen to your writing! The usefulness' of reading aloud
34) Say, do, kiss ... Verbs, the words most 'strong language
35) How to increase the impact of the words
36) This compelling: how to organize the topics
37) appetizer, main course or fruit? Blot, Blim and Blob: where to put the main information
38) Not only plus. Advertisement 'comparative: can' get it in our letters?
39) In my humble opinion ... Words and attitudes to express an opinion 40) The reading "S". Like a good impression affects the result
41) "Kiss-kiss-kick": a good way for the bad news
42) The letter of apology
Section E
Capturing the attention
Overcoming boredom, haste, distraction of the reader. Be read, make themselves heard
43) You can tie him to the chair?
44) Me, you, you, us or you? Writing in the first, second or third person
45) Why 'you should read this chapter? The power of "questioning"
46) As a strip tease: the technique of "teaser"
47) This just did not expect! Changes
48) Rhetoric: gymnastics language
49) Some risks run by
50) "What a wonderful word." Fun and effectiveness of the play with words 51) The risks of the slogan
52) Dictionary: the supermarket of ideas
53) Let the numbers? Business writing and arithmetic
Section F
Set the tone and style
After the 'what' and 'why', "attention to" how ". The main features writer
54) A question of style. Build a solid and recognizable "voice writing"
55) The lesson of Queneau. Adapt the style to the audience
56) Write as you speak. A simple and natural style
57) Anatomy of writing. Strengthening the paragraphs, sentences thin
58) mode ', concision, rhythm. Reflections on "Memos"
59) Parallelism. Support for the argument
60) Variety 'and contamination. Sometimes, we mix the styles
61) The wheel of the bike in the track of the tram. The clichés
62) The hiccups in writing. Acronyms, abbreviations and coded languages \u200b\u200b
63) But Why 'All These Caps?
64) enemies of Four style. Anger, sarcasm, quickly and fussiness
65) In Praise of the word. A reflection on the edge of propriety
66) then put in to pull out of reading, to improve their writing
Section G
From business writing to web writing
How to change the writing goes online
67) Survey: the views of 59 authoritative web writer
67 / 1) The old and the new
67 / 2) The powers
67 / 3) The communities'
67 / 4) The quality 'of the texts
67 / 5) The speed'
67 / 6) Feelings
68) The healthy fitness of the Web Interview with Luisa Carrada
69) smiles and grimaces other
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