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In today's fast-paced world of instant, omnipresent and byte-size hyper-communication, most business texts are ephemeral by design, hence not worth the effort of thoughtful shaping. Right? Wrong In The Executive Action Writer, Herman Vantrappen demonstrates that businesses need quality writing more than ever before. The ultimate purpose of a business text is to persuade the reader to take action. And many texts - due to their poor quality - fail to do so. Borrowing insights from social psychology and behavioral economics, this book advises businesspeople how to craft texts that will evoke...