Accordion method, 120
Action, defined, 17
Argument structure, of business plan, 130
Audience
communication with different, 149–150
connecting with, 112–113
intimate with mass, 53–59
language, 151–152
meet your, 174–177
Audience analysis, 4–9
in action, 7
example, 6
questions, 5
sample profile, 59
Bad news e-mail, 26–27
Blog posts, 81–92
brand voice, 83–84
checklist, 92
generate hot topics, 85–86
planning your time, 86–87
sample, 90
seven key practices for creating, 87–91
your blog, your way, 81–83
Brand voice, 83–84
Business plans, 127–141
building watertight argument, 131–133
checklist, 141
executive summary, 138–139
purpose of, 127–129
sample one-page, 139–140
scrutinize your case, 134–137
understanding structure, ...
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