Robert Kelsey is a bestselling author, a former magazine editor and journalist and a PR professional who's worked for some of the world's most prestigious organisations: helping them convert their expertise and knowledge into fantastic content. He's also taught scores of young trainees how to write compelling copy.
Description
Table of contents Preface Chapter One: What to write and why 1. Why write? 2. What to write a. The book b. Short books or pamphlets c. White papers d. Commentary articles e. Blogs f. Promotional material g. Other media 3. Your audience a. Peer professionals b. The wider public c. The "great and the good" d. Adversaries e. Children and students f. Potential customers g. The media 4. Who am I? Chapter Two: The process of writing 1. Angle, content, structure, style a. Angle b. Content c. Structure d. Style 2. Motivation (or getting started) 3. Discipline (or keeping going) 4. Overcoming writer's block Chapter Three: The elements of non-fiction 1. Body copy 2. Paragraphs 3. Sentences 4. Words 5. Headlines 6. Standfirsts 7. Crossheads 8. Eyebrows 9. Quotes 10. Lists and bullet points Chapter Four: Writing by numbers (or producing a first draft) Step One: Confirm the angle Step Two: Format the page Step Three: Write block one, and two Step Four: Write the tougher blocks Step Five: Stitch the blocks together Step Six: Add an opening paragraph Step Seven: Add an ending Step Eight: Add the headline Step Nine: Add the standfirsts, bylines and picture captions Step Ten: Check your facts Chapter Five: Views on style 1. Developing your voice 2. Corporate and marketing speak 3. Making it eloquent and compelling i. Alliteration ii. Tricolon iii. Epizeuxis iv. Segue v. Proverbs, idioms, similes etc. vi. Antithesis 4. A brief word on punctuation 5. Considering SEO Chapter Six: Preparing for publication 1. Proofing and editing 2. Graphs and tables 3. Images, illustrations and maps 4. Cover image 5. Pull quotes 6. Boxed text 7. Appendices 8. Forewords, prefaces, glossaries etc. 9. The introduction 10. A conclusion 11. Jacket and cover copy 12. Biography 13. Footnotes, endnotes and references 14. Killer titles Appendix: some books worth reading (or not) on English usage, style and writing 1. Usage and style guides 2. Books on writing Index