Twenty-six Ways of Looking at a BlackBerry
ebook ∣ How to Let Writing Release the Creativity of Your Brand
By John Simmons
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Business
writing can be particularly difficult to get right and far too many people
resort to deathly-dull jargon and nonsense buzz words to try to get their point
across. In 26 Ways of Looking at a Blackberry, John Simmons proposes that in
order to create business communication that is truly engaging, writing needs to
be more expressive and adventurous. 'Business-speak' undermines the
communication objectives of brands as they try to move beyond respect to 'love'.
This is now seen more and more as the imperative for young, aspiring brands as
well as big, corporate brands. The book explores ways that everyone
involved with communicating a brand's values - marketers, advertisers, PR
people and so on - can focus on the potential of language to reach their goals.
To
illustrate this, the author has taken a basic example of business
writing and rewritten it in 26 different ways, each following a
constraint. For example, as a fairy story; without using the letter
'e'; written in the style of Dickens; as a letter to a friend; as a six
word story; as a sonnet. In each case, Simmons looks at what effect
that particular constraint has on the writing, how it helps or hinders,
and what lessons can be drawn from the exercise that can be applied to
business writing in different situations.
A unique and
entertaining approach to business writing with some great advice to
impart to help you get the most out of writing for business.
writing can be particularly difficult to get right and far too many people
resort to deathly-dull jargon and nonsense buzz words to try to get their point
across. In 26 Ways of Looking at a Blackberry, John Simmons proposes that in
order to create business communication that is truly engaging, writing needs to
be more expressive and adventurous. 'Business-speak' undermines the
communication objectives of brands as they try to move beyond respect to 'love'.
This is now seen more and more as the imperative for young, aspiring brands as
well as big, corporate brands. The book explores ways that everyone
involved with communicating a brand's values - marketers, advertisers, PR
people and so on - can focus on the potential of language to reach their goals.
To
illustrate this, the author has taken a basic example of business
writing and rewritten it in 26 different ways, each following a
constraint. For example, as a fairy story; without using the letter
'e'; written in the style of Dickens; as a letter to a friend; as a six
word story; as a sonnet. In each case, Simmons looks at what effect
that particular constraint has on the writing, how it helps or hinders,
and what lessons can be drawn from the exercise that can be applied to
business writing in different situations.
A unique and
entertaining approach to business writing with some great advice to
impart to help you get the most out of writing for business.
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