PART III STORY RULES 121
32 Know the Difference between Active and
Passive Voice 96
33 Ditch Weakling Verbs 97
34 Ditch Adverbs, Except When They Adjust the
Meaning 98
35 Use Clichés Only Once in a Blue Moon 101
36 Avoid These Mistakes Marketers Make 103
37 Break Some Grammar Rules (At Least These
Five) 107
38 Learn Words You're Probably Misusing or
Confusing with Other Words 109
39 Scuse Me While I Kiss This Guy 117
40 Limit Moralizing 119
41 Tell How You'll Change the World 123
42 Tell the Story Only You Can Tell 128
43 Voice and Tone 130
44 Look to Analogy instead of Example 135
