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Gone are the days of the traditional sales letter. Engaging with global audiences in an increasingly competitive world means that what you say has to be incisive, relevant and delivered in a way that can't be ignored. On Message provides expert guidance to help you keep up with the demands of the newest of new media, build a community and compete with big players. Packed with examples and practical help, it includes: templates; simple formulae for better messaging; practise exercises; review techniques; tips on flexing your writing muscles, and strategies to develop hard-hitting communication.

Examining how to capture more followers who listen for longer and more intently, On Message will teach you how to develop your voice, segment your audience for more effective messaging, edit existing copy and engage with new and emerging markets.

On Message: Precision Communication for the Digital Age

• • Chapter - 00: Introduction;
• Section - ONE: The digital landscape: context, competition and technology change;
• • Chapter - 01: How did we get here?;
  • Chapter - 02: This is new media;
  • Chapter - 03: Lessons from the past;
  • Chapter - 04: What are we up against?;
• Section - TWO: Guiding principles: stickiness and blogging;
• • Chapter - 05: All about stickiness;
  • Chapter - 06: How to get stickier;
  • Chapter - 07: Thoughts about blogging;
• Section - THREE: Understanding customers: personal branding, segmentation and sales principles;
• • Chapter - 08: Building a brand to deliver better messaging;
  • Chapter - 09: Segmenting an audience;
  • Chapter - 10: Developing relevance via marketing and sales;
• Section - FOUR: The nuts and bolts of better writing: 'how to' guides on writing and editing;
• • Chapter - 11: Gathering content;
  • Chapter - 12: Developing the message;
  • Chapter - 13: How to write better copy;
  • Chapter - 14: How to edit existing copy;
• Section - FIVE: Advanced technique: going global, expanding creativity, storytelling and more;
• • Chapter - 15: Crossing boundaries and going global;
  • Chapter - 16: Expanding creative horizons;
  • Chapter - 17: Storytelling;
  • Chapter - 18: Revision, consolidation and the way forward