Although oriented towards helping U.S. government employees write clear regulations, the Federal Plain Language Guidelines offers great advice for any nonfiction writer. It includes a section on writing content for web sites.
Here are some highlights.
“Address one person, not a group. Remember that even though your document may affect a thousand or a million people, you are speaking to the one person who is reading it. When your writing reflects this… [it] has a greater impact.”
Happiness: A Guide to Developing Life’s Most Important Skill
by Matthieu Ricard
Matthieu Ricard gave up a career in cellular genetics at the Institut Pasteur to study Buddhism in the Himalayas. In this book he shares his wisdom about happiness drawing from thirty-five years of studying Buddhism and psychology.
“A change, even a tiny one, in the way we manage our thoughts and perceive and interpret the world can significantly change our existence. Changing the way we experience transitory emotions leads to a change in our moods and to a lasting transformation of our way of being.” Continue reading →
In Search of the Obvious: The Antidote for Today’s Marketing Mess
by Jack Trout
Jack Trout has been a marketing professional for over 40 years. This book is about how the marketing profession has gotten off course, and the importance of timeless fundamentals, simplicity, and common sense.
Trout is critical of Madison Avenue. “To me it’s creativity run amok…The fact is that creativity was always a misnomer. An agency isn’t creating something. The company or product or service already exists. What they are doing is figuring out what is the best way to sell it. That, simply stated, means to take that logical, differentiating argument and dramatize it.” Continue reading →