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Power Sales Writing will help you communicate your ideas professionally and powerfully. You’ll receive the respect and recognition you deserve and get the results you desire. | PRAISE FOR POWER SALES WRITING “A valuable tool to enhance our writing and sales effectiveness skills. This book should be in every school and business.” —Howard Putnam, author of The Winds of Turbulence and former CEO of Southwest Airlines “Sue Hershkowitz-Coore’s latest book, Power Sales Writing, is a basic, down-to-earth, easy read that will help anyone improve their writing and communication skills. Sue’s delightful personality is evident in this valuable reference tool.” —John H. Schnatter, CEO, Papa John’s Pizza “I’ve been training sales professionals for more than twenty years, and this is the best book I’ve ever read on effective sales writing.” —Brian Tracy, bestselling author, Goals! “Business success is becoming more dependent on the ability to differentiate and sell your company (and yourself) through your writing skills. The hands-on messages in Power Sales Writing are crit- ical to winning in today’s fast-paced global economy.” —Roger Dow, Senior Vice President, Global and Field Sales, Marriott International, Inc. “This book will teach you to write better and faster.” —Fred Shea, Vice President-Sales Operations, Hyatt Hotels Corporation This page intentionally left blank. POWER SALES WRITING This page intentionally left blank. POWER SALES WRITING Sue Hershkowitz-Coore McGraw-Hill New York Chicago San Francisco Lisbon London Madrid Mexico City Milan New Delhi San Juan Seoul Singapore Sydney Toronto ebook_copyright 6x9.qxd 10/24/03 12:00 PM Page 1 Copyright © 2004 by Sue Hershkowitz-Coore. All rights reserved. Manufactured in the United States of America. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher. 0-07-143588-3 The material in this eBook also appears in the print version of this title: 0-07-141033-3. All trademarks are trademarks of their .