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, 129–130
wordy writing, 137–138
Business story, 129
Call to action (CTA), 40–41, 163–164
CAN-SPAM Act, 36
Canada’s Anti-Spam Law (CASL), 36
Canadian Imperial Bank of Commerce (CIBC), 127
Canva, 159
CASL. See Canada’s Anti-Spam Law
Change-Maker Writing Process, 1–17
audience analysis, 4–9
checklist, 15
design questions, 8
gaining efficiency, 10–13
key principles, 2–14
multiple readers, 9–10
personal strengths, 13
polishing final product, 13
rewriting stages, 14
Checklist
blog posts, 92
business plan, 141
change-maker writing, 15
everyday e-mail actions, 29–30
grant applications and proposals, 108
newsletters, 51
one-pagers, 172
pitch deck, 125
sales letters, 51
training material, 185
web writing, 69–70
website giveaways, 80
white papers, 155
CIBC. See Canadian Imperial Bank of Commerce
Collaborative note, 105–107
Conversation, 152
Creative destruction, 2
Creativity, 104–105
CTA. See Call to action
Design flaws, in pitch decks, 122–123
Discovery conversation, 22–24
Edutech entrepreneur, 180
Emotional design, 159
Emotional resonance, 73–74, 179
Everyday e-mails, 17–30
bad news, 26–27
checklist, 29–30
discovery conversation, 22–24
moving to next stage, 25
networking meeting, 18–19
persistence, importance of, 23–24
requesting information, 19–21
templates, 28
Executive summary, 138–139
Facebook, 33
Facebook Live, 78
Feedback, 121
Form, website giveaway, 72–73
Framing, 98
Freewriting, 11–12
Gaining efficiency, 10–13
General Data Protection Regulation, 36
GlobalWebIndex, 33
Grant applications and proposals, 93–108
checklist, 108
close on collaborative note, 105–107
compelling vision of success, 102–103
creativity, 104–105
multiple stakeholders, 98–101
pinpointing your problem, 95–97
tell-all syndrome, 101–102
terminology, 94–95
Guru, 150
Heritage Society restoration grant proposal, 106–107
Hot blog topics, generating, 85–86
Informal proposals, 95
Information, e-mail requesting, 19–21
Insect brain, web writing, 60–66
hard-copy document, 64–66
Instagram, 33
Instructional designers, 181
Iterate, and collaborate, 165–167
Laser-focused messaging, 163–165
Layer-cake scanning pattern, 61–62
Lead magnets, 71
Learners, organizational tips, 177–178
Learning visual, example of, 182
Marketing collateral, 96, 124, 144, 171
Marketing e-mails, 31–51
newsletter. See Newsletters
sales letters. See Sales letters
science of subject line, 48–50
social selling, 33–35
three must-haves for building trust, 47–48
trust fund, 31–33
Meeting, e-mail follow up, 25
Messaging, laser-focused, 163–165
Minimalist style one-pagers, 167–169
Mnemonics, 179
Multiple readers, 9–10
Multitracking, 162
Nanuk Technologies Inc., 12, 22
Networking e-mail, 18–19
Neuroscientist-turned-trainer advice, 183–184
Newsletters, e-mail, 35–36
checklist, 51
combining information with action, 40–41
creating premium content, 36–39
sample, 38
Ninja, 150–151
Norman, Donald, 159
Novice, 149
One-page business plan, 139–140
One-pagers, 157–172
basic design guidelines, 159–161
checklist, 172
iterate and collaborate, 165–167
minimalist style, 167–169
multitracking, 162
returns of, 171
sample, 158
testimonials, importance of, 169–171
tips for laser-focused messaging, 163–165
PAVE method, 82
Persistence, e-mail, 23–24
PicMonkey, 159
Pitch decks, 109–125
checklist, 125
choosing right format, 110–111
common design flaws, 122–123
connect with your audience, 112–113
examples of successful, 124
feedback, 121
focus on three critical questions, 113–116
making strong visual impact, 120–121, 124
structure, 117–120
Pomodoro technique, 11
Problem, 95
Problem-to-solution structure, 148–149
Real world, create tools for, 183
Request For Proposals (RFP), 95, 99
Return on investment (ROI), 115–116
Reverse-engineered structure for white paper, 146
Rewriting stages, 14
RFP. See Request For Proposals
ROI. See Return on investment
Sales letters, e-mail
checklist, 51
sample, 42–47
structuring persuasive, 41
Sandwich method, 26
Slidedoc, 110
SMEs. See Subject Matter Experts
Social selling, 33–35
Standalone deck, 110–111
Strategic blogging calendar, 87
Subject Matter Experts (SMEs), 175
Tell-all syndrome, 101–102, 134
Templates, e-mail, 28
Testimonials, importance of, 169–171
Topic, website giveaway, 72–73
Traditional business plan topics, 135
Training material, 173–185
advice from neuroscientist-turned-trainer, 183–184
checklist, 185
create tools for real world, 183
examples and practice, 182–183
learning visual, example of, 182
make your content memorable, 178–181
map clear learning paths, 177–178
meet your audience, 174–177
Trust building, 47–48
Trust fund, 31–33
Vision of success, 102–103
Visual design, website giveaway, 75–76
Ward-Paige, Christine, 53–56, 58
Watertight argument, 131–133
Web user needs, assessment of, 57
Web writing, 53–70
checklist, 69–70
engagement prize, 67–68
insect brain, 60–66
intimate with mass audience, 53–59
Website giveaways, 71–80
checklist, 80
choosing topic and form, 72–73
creating emotional resonance, 73–74
examples, 79
pointing to next step, 78–79
practical tips from skilled simplifier, 77–78
visual design, 75–76
writing tone, 74–75
White papers, 143–155
advice in problem-to-solution structure, 148–149
aim to start conversation, 152
checklist, 155
contrasting styles, 152–154
integrate references, 149–151
prioritize usefulness, 147–148
reverse-engineered structure, 146
speak your audience’s language, 151–152
style of, 144–145
target specific problem, 145–147
Wordy writing, 137–138
Writing tone, website giveaway, 74–75