Book

Johnson, Christopher, 1963 October 12-

Microstyle : the art of writing little / Christopher Johnson.

1st ed.

New York : W.W. Norton & Co., ©2011.

viii, 246 pages : illustrations ; 22 cm

A branding consultant explains how to craft miniature messages such as headlines, titles, sound bites, brand names, domain names, and slogans that grab attention, communicate effectively, and stick in the mind, focusing each chapter on a particular tool.

English language -- Style.

English language -- Rhetoric.

Includes index.

MEANING: Be clear -- Choose the right word -- Paint a picture -- Push buttons -- Evoke specific situations -- Zoom in on telling details -- Tap into metaphor -- Use ambiguity for good, not evil -- Say the wrong thing -- SOUND: Keep it simple -- Give it rhythm -- Play with poetic patterns -- Make the sound fit -- STRUCTURE: Break the rules -- Coin a new word -- Make a play on words -- Combine words artfully -- Use grammar expressively -- Repeat structures -- Teach an old cliché new tricks -- SOCIAL CONTEXT: Evoke conversation -- Establish a relationship -- Create a microvoice.

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