REVIEW: 'How to write so that you trust, "Joel and Kenneth Rouman Rafaelson

Here is a review of the third edition of the book, which in the original is called Writing that works. It was first published as business communication is done by mail, and the main working tool was a typewriter. But theses contained in it are still valid today, in the era of email. Because in the XXI century work short, succinct and competent texts.

Kenneth Rouman

Former CEO of international advertising agency Ogilvy & Mather, which has offices in 120 countries. Member of the boards of directors of corporate and non-profit organizations. Co-author of the book "The Art of Advertising» (How to Advertise).

Joel Rafaelson

Former executive creative director at Ogilvy & Mather. Currently retired. Author of articles on the work with texts.

The basic principles of a successful letter

Eponymous chapter in Roumana and Rafaelsona I believe the key. It talks about the letters. How many emails a day you write: one, three, ten? Whatever the answer, you should read this chapter.

Otherwise you and will:

1. hum and haw
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   . First, decide what to write, then write. If you understand the essence of his message, and the recipient will understand it.
2. Confused thoughts. This happens when the text is no structure. Always write for a pre-arranged plan.
3. glibly. Skill to write succinctly comes with experience. You will succeed if you choose short words, short sentences to build and make short paragraphs. In addition, by the way, in the vast majority of cases we are writing too much. (Compare: usually we write too much.)
4. weakness. If you write in the active voice in the first person, it will be more energetic. More convincing than text looks when it does not have an abstract adjectives and adverbs.
5. indistinctly. Write simply and naturally. You will not be smarter in the eyes of the recipient if you speak "high calm". Write without kantselyarizmov Avoid unfamiliar terms interlocutor.
6. unlearned. Spelling, punctuation, and factual errors - the bane of business correspondence. If you are unsure of the spelling check yourself in a text editor (Keystone is not always, but saves, at least from typos). If you are unsure of the placement of commas, change the design proposals. If you are not sure of the meaning of words, check them in the dictionary.

The chapter on the basic principles of a successful letter is so good that, in my opinion, the word "letter" can be seen in the sense of "writing texts." Advice given in it are universal and applicable to the preparation of other types of written messages.

More 157 pages

If you decide that the book is worth reading only the second chapter, you were wrong. "How to write so that you trust" consists of 13 sections - 157 more pages. You will not regret the time spent for their reading.

How to sort electronic communications? How to be polite in communication by email? How to say "no" in business correspondence? How to write a speech for public speaking? How to prepare your presentation? How to write a CV, to which the answer? These are just some of the questions to which you will receive answers to the pages of the book.

Not everything is equally interesting to read. For example, I have not caught the head of the reports: do not face them in their daily work.

But overall Rouman Rafaelson and created nice tutorial on effective writing. It will be useful:

• businessmen, managers;
• managers to work with clients, project managers;
• copywriters, bloggers;
• Secretaries, assistants.

Are there any downsides?

In my opinion, there are two.

The first (and most important). Red thread of the story - to write at once the essence. After all, business people do not have time to verbal overtures. In my opinion, this is not always appropriate. Look, I got a letter the other day.

On business? Yes, probably. The idea is clear? Of course. Politely? It is. But I did not answer. At least in the copy and did not appear other destinations, such an approach seems to me formulaic. Therefore, follow the rule of "go straight to the point", in my opinion, should be cautious.

Second. In the book, there is no practical tasks. Many examples of recommendations, but there are no exercises that would help to consolidate the knowledge acquired. It is understood that the reader nabot hand directly in the correspondence.

... the principles of writing really simple. They do not require special skills or talent. They are easy to understand and easy to apply. All that you need - the determination and perseverance to make sure that you write exactly what to say. The purpose of the book - to help you do this with the least difficulties and more confident as a result.

My personal assessment of the book by Kenneth Roumana and Joel Rafaelsona - 7 out of 10.

"How to write so that you trust," Joel and Kenneth Rouman Rafaelson

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