Table of Contents
Introduction
A Matter of Approach
No Rules, Just Principles
Why Does Text Matter?
Laying the Foundation
Chapter 1
Who: Thinking About the Reader
Who Is Your Reader?
Communicate
Understand the Reader’s Perspective
Outcome
Can’t I Just Get Writing?
Chapter 2
How: Structure
Capture, Engage, Influence
Structure
Building on the Structure
Chapter 3
What: Starting to Write
Getting to the Words
The Basic Unit of Communication
Building Your Paragraphs into Something Bigger
Hundred-Word Paragraph Limit Implemented
Chapter 4
Vocabulary: The Words You Write
Word Choice
Thesaurus
Emoji/Emoticon
Similar-Looking Words
Nouns and Verbs, Not Adverbs and Adjectives
Implied Value Judgements
Pronoun
Using a Good Word Badly
Abbreviations and Acronyms
Latin
Legalese
Shakespeare
Subtle Differences
Units
The Writer’s Voice
Choosing the Right Words
Chapter 5
Presenting Your Argument
Basic Principles of Presenting Your Argument
The Incorrect Application of a Good Principle
Facts, Opinions, Beliefs, Projections, and Assumptions
Personal Attacks
Me, Me, Me, Me, Me, Me, Me
Negotiation
Bringing the Pieces Together
Chapter 6
Presentation of the Text
Font Choices
Line Height and Paragraph Spacing
Line Length
Pull Quotes, Tint Boxes
Lack of Control
Form versus Function
Chapter 7
Cut and Simplify: Editing
What Is Editing?
Do I Need an Edit?
Elements of an Edit
Proofreading
Keep on Editing
Chapter 8
To Conclude
Fundamentals
But?
Enough
