Il mestiere di scrivere

Luisa Carrada

Il mestiere di scrivere

35min

35min

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When it comes to writing, we can all get by more or less, but with professional writing, a certain degree of training is absolutely essential, as is bearing in mind a few key principles on style, tone and structure. Somewhere between a rich catalogue of examples and a well-told tale, Luisa Carrada’s Il mestiere di scrivere is an ideal manual for anyone looking to improve their writing skills, both on paper and on the web. Carrada covers many different types of content: from emails to white papers, from blogs to brochures, as well as press releases and PowerPoint presentations, providing a few basic tips to make sure our work appears at the top of a web search list. With all types of writing, the same rule of thumb always holds true: pay attention to your communication style and tone of voice, be consistent and precise, and always write with your reader in mind. 

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Analysis and key concepts

01.

Text pervades our every interaction on the web, but it must be simple and direct

02.

Less is more: simplify and edit to give more value to your text

03.

Short texts to introduce an idea: title, tagline, bold type, and links

04.

Blocks and alternative forms of text make it easier to read, the upside-down pyramid gives the reader what they need

05.

There is room for longer content on the web such as (revised) press releases and brochures

06.

White papers, case studies, annual reports: long documents that have found new life online

07.

Text should also be visually attractive: fonts, size, colour and white spaces give shape to your text

08.

Online chats: blogs are for companies to get to know each other and make themselves known

09.

Short and insidious: knowing how to write a good email sets out the amateurs from the pros

10.

Slideshows are a mix of spoken words, written words, and images

11.

Should you write for your readers or for search engine results? Both

12.

Quotes

13.

Take-home message

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Many useful tips to:

  • Discover the rules and freedoms of professional writing.
  • Understand that print and the web are two different means of communication that influence one another.
  • Gather a few solid tips to learn to write and communicate better.

After graduating in Literature with a major in Art History, Luisa Carrada began her professional relationship with words when working on a radio broadcast, and later in the communications department of a large IT company. There she learned to manage many different types of printed communication channels, from meeting minutes to product sheets, and from brochures to press releases. New doors opened for Carrada with the advent of the Internet: in 1999, she started the website Il Mestiere di Scrivere (the art of writing) and then she began to work freelance. Today Luisa Carrada defines herself as a “language designer”: she offers writing and training courses and has written several books on the subject of writing, such as Lavoro, dunque scrivo!, Scrivere, che bello! And Guida di stile.

Publishing house:

Apogeo

Year:

2008

Pages:

224

ISBN:

978-8838787829