(Ebook) McGraw-Hill 36-Hour Course in Business Writing and Communication, Second Edition (McGraw-Hill 36-Hour Courses) by Davis, Kenneth W ISBN 9780071743945, 0071743944 Complete Edition
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“Imagine a one-on-one conversation with a communication guru,
mentoring, modeling, and motivating you to become a more
effective and efficient communicator. You need not imagine,
because that guru, Kenneth Davis, has provided those three Ms
in The McGraw-Hill 36-Hour Course in Business Writing and
Communication, a book that will transform your hope and dreams
for improving your writing into the reality of becoming a better
writer.”
DR. LYLE SUSSMAN
Professor and Chairman, Department of
Management and Entrepreneurship
College of Business
University of Louisville
Coauthor of Smart Moves, Smart Moves for People in Charge,
What to Say to Get What You Want, Yes You Can,
Close the Deal, and Lost and Found
This page intentionally left blank
T H E
McGRAW-HILL
36-Hour Course
BUSINESS
WRITING AND
COMMUNICATION SECOND EDITION
New York Chicago San Francisco Lisbon London Madrid Mexico City
Milan New Delhi San Juan Seoul Singapore Sydney Toronto
Copyright © 2010 by Kenneth W. Davis. All rights reserved. Except as permitted under the United
States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form
or by any means, or stored in a database or retrieval system, without the prior written permission of
the publisher.
ISBN: 978-0-07-174394-5
MHID: 0-07-174394-4
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MHID: 0-07-173826-6.
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TERMS OF USE
This is a copyrighted work and The McGraw-Hill Companies, Inc. (“McGraw-Hill”) and its licensors
reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted
under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not
decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon,
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for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting
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to use the work, even if any of them has been advised of the possibility of such damages. This
limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause
arises in contract, tort or otherwise.
To my fellow members of the Association of Professional
Communication Consultants, especially Dan Dieterich,
Lee Clark Johns, and Barbara Shwom
This page intentionally left blank
CONTENTS
Acknowledgments xi
vii
viii Contents
Index 233
ACKNOWLEDGMENTS
F
or making this edition possible, I thank:
xi
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INTRODUCTION:
MANAGE YOUR WRITING
I
n this knowledge economy, writing is the chief value-producing
activity. But you may not be writing as well as you could. That
may be because you think writing requires a special talent that
some people have and some people don’t.
In fact, writing is a process that can be managed like any other
business process. If you can manage people, money, or time, then you can
manage your writing. And you can profit from the results.
This book will give you the tools to become—in the next 36 hours—
a more effective, efficient manager of your own writing.
How can this magic happen in just 36 hours? It’ll happen because
you’ll learn to take the management skills you already have and apply
them to the process of writing. Remember, whether or not the word man-
ager is part of your job title, you clearly are a successful manager. Oth-
erwise, you wouldn’t have
1
2 The McGraw-Hill 36-Hour Course in Business Writing and Communication
“WARM WORMS.”
Well, OK, that story didn’t really happen. But I wanted you to
believe, for a while, that it had happened in order to make two points:
1. Writing can change and even create reality. For a while, my words
made that story real for you. And the writing you do on the job
can create a new, better reality for you in your work life. On his
blog, my favorite management guru, Tom Peters, quoted novelist
James Baldwin that “you write in order to change the world.” Tom
continued, “Call me hopelessly naïve, but I believe there is no
excuse for any variety of ‘business writing’ that should be crafted
any less carefully or aim any less high than a great novel or great
inaugural address. After all, we do aim—day in and day out—to
change the world via our human collectivities called enterprises.
Right?”
2. This will be a “warm worms” book. It will give you practical,
down-to-earth tools—the equivalent of a hammer, a bucket, and
a mouthful of night crawlers—to re-create yourself as a more
effective, efficient writer.
upside of the knowledge economy is the fact that the creation or com-
munication of knowledge does not require a large organization; the lone
David can compete effectively with the Goliath. For example, some of the
computer programming for a London cab company was done by a solo
entrepreneur working from his Indiana farmhouse. The downside, how-
ever, is that the same standard of communication excellence is expected
from a one- or two-person operation as from a giant corporation with its
own communication department.
As revolutionary marketer Seth Godin has pointed out, much writing
now goes to its readers “unfiltered,” without an editor working on it first.
He continued, “The thing most people miss most is that they no longer
have an excuse. Without a publisher/editor/boss to blame, your writing is
your writing.”
So how do you compete? By being your own communication
department.
Begin by understanding the times we live in. One of the most per-
ceptive commentators on the knowledge economy is Alvin Toffler, whose
book The Third Wave outlines three times of major change in human
activity:
Even as early as the late 1980s, Tom Peters was finding striking
examples of the wealth that lies in communicating information. Peters
reported that the little publication called The Official Airline Guide—a
for-sale compilation of schedule information (information that the airlines
gave away free)—sold in 1988 for $750 million, three times the selling
price of Ozark Airlines that same year.
In other words, the right formula for collecting and communicating
free airline information was worth more than all the planes, equipment,
and other assets of an airline itself.
If collecting and communicating information is our main work for
today and tomorrow, we’d better get good at it. In a knowledge economy,
our personal success and the success of our organizations depend on this
“knowledge work.” Management guru Peter Drucker, writing in Manag-
ing in the Next Century, put it this way: “Physical resources no longer
provide much of an advantage, nor does skill. Only the productivity of
knowledge workers makes a measurable difference.”
Unfortunately, however, most of us are not very good at commu-
nicating our knowledge, and the results can be disastrous. W. Edwards
Deming, the twentieth century’s leading advocate for “quality” as a busi-
ness goal, estimated that “85 percent of failures in quality are failures in
communication.” A big part of the problem is the way we think about
communication. Too often we make third-wave communication decisions
as if we were still living in a first- or second-wave society.
In first- and second-wave societies, communication often was one-
way, top-down. Information was held at the very top of organizational
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