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“Writing guides tend to be pretty unsatisfying. They offer plenty of concrete rules, but why, a reader might ask, should the rules be followed? The answer is usually “because” — as in, “because I say so.” This, of course, is where humanity found itself before the advent of the scientific method: the mystics spoke, and everyone had to decide for themselves whom to believe. Harvard psychologist Steven Pinker takes a different approach, one that is both more ambitious and more modest. In his new book, “The Sense of Style,” he draws on research, and particularly his deep knowledge of linguistics, to give his writing principles a scientific basis. Readers can thus have some assurance that Pinker’s advice is good, and, knowing the reasons why, they will be more likely to know when a rule should be broken. Yet he does not push this method beyond its natural limits. Scientists, after all, still know relatively little about the ways dark squiggles communicate ideas. Instead, he shows readers how to take apart a piece of fine writing to see what makes it tick.” • #схватил_за_мозг ∙ #как_писать_слова - × × ×

“Text that has a lot of local ambiguities is frustrating to read, because it constantly forces the reader to backtrack and reinterpret. One of the things that differentiates “smooth” from “choppy” prose is the absence of these dead ends. The authors of traditional style guides, like Strunk and White, were dimly aware of the problem, but lacked the technical concepts to analyze it, and offered useless advice such as “Keep related words together.” The advice is useless for the Yale sentence, the related words panel and on sex in fact are already together; disambiguating it requires moving related words apart to get a panel with four professors on sex. For that matter, if it had been a panel on drugs with four professors, then the word-moving solution would make things worse: a panel with four professors on drugs is just as misleading as the panel on sex with four professors.” - × × ×

“Though the CIA may dissemble as a matter of course, it speaks plainly to policymakers and operations officers—its “customers,” in the language of the manual. The foreword begins, “Good intelligence depends in large measure on clear, concise writing. The information CIA gathers and the analysis it produces mean little if we cannot convey them effectively.” • #как_писать_слова - × × ×

PDF: http://www.nationalsecuritylaw.org/files... - × × ×

#как_писать_слова • #ящик_кейсов - × × ×

“I think almost every problem we experience can be traced back to the stories we tell ourselves. There may be a good reason for these stories, but in the end they produce bad outcomes. It comes down to this: Change your story, change your life.” • #схватил_за_мозг • #рассказывание_историй • #как_писать_слова - × × ×

«Я понимаю: чтобы не простудиться — надо плотнее укутывать горло, чтобы не споткнуться — надо смотреть под ноги. А как уберечься от сказки с плохим концом — непонятно.» (q) - mindszenty

^ Отличное. - × × ×

#как_писать_слова • #наркотические_буквы • #паттерны - × × ×

“1. Используйте время человека, о котором вы ничего не знаете, таким образом, чтобы он не чувствовал, что его время тратится зря. Пусть у читателя будет хотя бы один персонаж, за которого он сможет крепко зацепиться. 2. Каждый персонаж должен чего-то хотеть — хоть стакан воды. 3. Каждая фраза должна выполнять две функции сразу: раскрывать характер и продвигать действие. Начинайте настолько близко к финалу, насколько это возможно. 4. Станьте настоящим садистом. У вас невероятно симпатичные и совершенно невинные главные персонажи? Очень хорошо: сделайте так, чтобы с ними случилось нечто чудовищное, чтобы читатель понял, из какого теста они слеплены. 5. Пишите так, чтобы это понравилось одному человеку. Если вы раскрываете окошко и вступаете в любовную связь со всем миром, рассказ, как бы это сказать, заболевает воспалением легких. 7. Давайте своим читателям максимум информации — чем скорее, тем лучше. Черт с ним с саспенсом. У читателей должно...» • #рассказывание_историй • #как_писать_слова - × × ×

“Now, anybody who can make a visit to the dentist at least interesting is writing some impressive copy. And the thing is, Groupon makes this look easy. You barely realize they’re sucking you into another daily deal for an everyday service when you’re already clicking through to take advantage of it. That’s the power of great copy…when it’s really good you barely notice it’s there. It turns out that Groupon has lots of writers on staff. (as of September 2010 they had 70) And they also have an entire style guide that helps writers adhere to the friendly Groupon voice: Public Groupon Editorial Manual. Reading through this manual is a wonderful exercise in decoding what makes Groupon’s writing work.” - × × ×

Public Groupon Editorial Manual — https://docs.google.com/View... • #awesome_manual_of_WIN • #наркотические_буквы • #паттерны • #рассказывание_историй • #как_писать_слова - × × ×

Here are some stories, analogies, research findings and other examples that provide wonderful illustrations for learning, and inspiration for self-development. Read about the travellers and the monk, tickle me elmo, get in the wheelbarrow, the person who had feelings, the shoe box story, the scorpion and the frog, murphy's plough, Pavlov's dogs, the monkeys and the stairs, and more. (via aqva) • #метафоры ∙ #как_писать_слова - × × ×