Introduction

MEANING

1. Be Clear
2. Choose the Right Word
3. Paint A Picture
4. Push Buttons
5. Paint A Picture
6. Evoke Specific Situations
7. Zoom In on Telling Details
8. Tap into Metaphor
9. Use Ambiguity for Good, Not Evil
10. Say The Wrong Thing

SOUND

1. Keep It Simple
2. Give It Rhythm
3. Play with Poetic Patterns
4. Make the Sound Fit

STRUCTURE

1. Break the Rules
2. Coin a New Word
3. Make a Play on Words
4. Combine Words Artfully
5. Use Grammar Expressively
6. Repeat Structures
7. Teach an Old Cliché New Tricks

SOCIAL CONTEXT

1. Evoke Conversation
2. Establish a Relationship
3. Create A Microvoice

Epilogue

Acknowledgements

Index