Writing ain't easy–not even for professionals, like me, who craft stories for a living. So it's no surprise that relative “amateurs” in the insurance industry called upon to compose press releases, claim letters, proposals, reports or simple e-mail correspondence are often undermined by a lack of fundamental skills. My old friend and former colleague, Jack Appleman, offers invaluable help with his new book on the basics of business writing.
Jack and I started out together at “Modern Grocer,” a weekly newspaper covering the supermarket industry, back in 1979–the job I had before coming aboard NU in 1981. Jack went on to become a top-notch public relations executive, including a long stint at a major New Jersey insurance agency. For a number of years now, he's conducted on-site training for national insurance carriers, as well as taught at the university level.
He certainly has a lot of good advice to offer. For a taste, you may check out the article Jack wrote for NU back on Sept. 27, 2004, on this same general subject, headlined: “Bad Writing Can Cost Insurers Time & Money.” (Click here to read that article.)
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