Microstyle: The Art of Writing Little

Johnson, Christopher

ISBN 10: 0393077403 / ISBN 13: 9780393077407

Published by W. W. Norton & Company, 2011

About this Item

This book is in good condition with very minimal damage. Pages may have minimal notes or highlighting. Cover image on the book may vary from photo. Ships out quickly in a secure plastic mailer.

Seller Inventory # RDV.0393077403.G

Bibliographic Details

• Title: Microstyle: The Art of Writing Little
• Publisher: W. W. Norton & Company
• Publication Date: 2011
• Language: English
• ISBN 10: 0393077403
• ISBN 13: 9780393077407
• Binding: Hardcover
• Condition: good

About this title

Synopsis

A field guide for the age of the incredible shrinking message.

Some of the most important verbal messages we craft are also the shortest: headlines, titles, sound bites, brand names, domain names, slogans, taglines, company mantras, email signatures, bullet points. These miniature messages depend not on the elements of style but rather on the atoms of style. They require microstyle. Branding consultant Christopher Johnson here reveals the once-secret knowledge of poets, copywriters, brand namers, political speechwriters, and other professional verbal miniaturists. Each chapter discusses one tool that helps miniature messages grab attention, communicate instantly, stick in the mind, and roll off the tongue. As he highlights examples of those tools used well, Johnson also examines messages that miss the mark, either by failing to use a tool or by using it badly. Microstyle shows readers how to say the most with the least, while offering a lively romp through the historic transformation of mass media into the media of the personal.

About the Author

Christopher Johnson is a blogger and branding consultant, with a PhD in linguistics from the University of California, Berkeley. He lives in Seattle, Washington.