Business writers need to cut a dash upon its clientele or upon their business counterpart. What holds the key? Succinct language with a crisp hypnotic tenor would render a riveting effect. Brevity of language is an indispensible prerequisite to adhere to. The real challenge arises to rope in a reluctant reader where a mere trolling down should have a snapping impact to turn him into an inquisitive reader. There lies the ingenuity and acumen of a business writer. And yes, business writing should flow out seamlessly impromptu and yet remain immaculate.
This book is not a rut of the mill handbook doling out formats of business communication but instead harps on honing metier out of flippant gibberishness. In one of the chapters, the author exhorts business writers to ?demonstrate financial credibility? as ?money still makes the world go round? and quotes a Russian pithy??It'snot money that brings happiness. It'slot of money.? He asserts that it'sa freak that an entrepreneur turns out to be a financial professional. Real entrepreneurs are not products of any sausage machine ? ?come from across the spectrum of intersts and achievements?. A former helicopter pilot founded Federal Express while a college dropout started Microsoft. The drive to be an entrepreneur builds in people of all skills and all ages.
The writer establishes a rare rapport with his readers ? ?Just think of me as your friendly ghost writer?. Dennis lets large a strategy that is prudent and can be gulped down without hiccups. His aid to readers is laced with anecdotes and humour to fill the cockles of the heart of his prot?g?. Yes, by all means reading the book and imbibing the dictums is an exhilerating experience. Dennis doles out some valuable suggestions that otherwise often trip a business writer. ?Do your research? lays the cornerstone of an authentic document, hard to ignore. Also, it reveals little known facets that become alluring to the reader. Dennis goes on to peel down the nitty-gritty to set the modus operandi. Dennis calls target clientele as elusive and apellates the very second chapter of his book ? ?Capture the elusive readers. What'sin it for them?? Dennis moves on to suggest some hard truths. The writer should know the pulse of his readers??What my reader wants to know? A sophisticated reader is looking for the real answer here, not the obvious one.?
Dennis puts forth the traditional method of organising a business plan vis-?-vis the new writing styles that integrate new thinking taking cognisance of new challenges. Dennis stresses opon customising the cover letter??I recommend you write the cover letter last just before you package your plan for delivery. That way the reader can reap the maximum benefit.?
Dennis furthermore points out at ?the impact that blended languages and satelite communications have brought upon us. We are in a new age of functional grammar rules?we go with whatever works. This is fair. The language culture has changed, and the rules of grammar serve language.? How to write a business proposal? ?A proposal is a presentation in prose??you have to read? their body language while writing, using your experience and imagination. It is imperative to maintain brevity of language so as not to nag business professionals. Dennis goes on to roll down a number of secrets behind proposal writing and then rattles down ?Ten Commandments for writing a killer proposal?. The first commandment reads?No boilerplate while the second commandment asks??Begin with assurance of confidence?. And surely down the ages it is the art and science of persuasion to convince readers to see it the writer'sway. Dennis exhorts to watch winners at work and accordingly outline modules.
The author exudes acuity in the field of advertising and marketing communications. The book tells its discerning readers as how to cut the Gordion knot to hold sway over target group.
(Macmillan India Ltd., 2/10, Ansari Road, Daryaganj, New Delhi-110 002.)