Write and Cut: How to Create Powerful Text
11 hrs. 24 min.
Language
Russian
Author
Maxim Ilyakhov
Author
Maxim Ilyakhov
Narrator
Maxim Ilyakhov
Narrator
Maxim Ilyakhov
Description
What makes something good and what makes it bad in information, advertising, journalistic, and publicistic texts—on concrete examples. How to write letters that will get replies, and mailings that people won’t unsubscribe from. How to create effective and non-vulgar advertising announcements. How to present ideas briefly, clearly, and persuasively—without clutter, falseness, and clichés. Following the recommendations, you’ll learn to write clearly, captivate readers, and earn trust. This is a required book for copywriters, authors, and editors—as well as designers, programmers, managers, entrepreneurs, executives, staff members, and everyone who uses text at work.
Contents:
1. Introduction
2. What’s in a good author’s head
3. Introductory notes
4. The false feeling of work done
5. Clichés
6. The language of bureaucracy
7. Obscurity
8. Euphemisms
9. Verbal nouns
10. Indefinite expressions
11. Lies
12. In real life
13. Informativeness
14. Syntax
15. The comma
16. Homogeneous members
17. Paragraphs
18. Purpose and objectives
19. Structure
20. Headline
21. Didactics
22. Sensory experience
23. Facts
24. Complex cases
25. Purchase decision
26. Product story
27. Text about yourself and the company
28. Titles and awards
29. Cover letter
30. Deception
2. What’s in a good author’s head
3. Introductory notes
4. The false feeling of work done
5. Clichés
6. The language of bureaucracy
7. Obscurity
8. Euphemisms
9. Verbal nouns
10. Indefinite expressions
11. Lies
12. In real life
13. Informativeness
14. Syntax
15. The comma
16. Homogeneous members
17. Paragraphs
18. Purpose and objectives
19. Structure
20. Headline
21. Didactics
22. Sensory experience
23. Facts
24. Complex cases
25. Purchase decision
26. Product story
27. Text about yourself and the company
28. Titles and awards
29. Cover letter
30. Deception
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