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Developed from powerful techniques consistently proven in the world of multi-million pound commercial bid writing, Persuasive Writing reveals the most efficient and effective ways to make your words work, time after time.
Discover how to:
Transform any document into something truly compelling and persuasive
Understand what your reader really wants to hear and use this to get what you want
Combine logic and emotion to convince even the most sceptical reader
Whether you're writing for business or for pleasure, the longest document or the shortest email, with these and many more proven techniques, Persuasive Writing will ensure every word works for you.
Section 1: What is Persuasive Writing?
Why are you writing?
Who is your audience?
Reader Response = Result
Section 2: Tools for Persuasive Writing
Ethos, Logos, Pathos
Using emotive language
You, We, I – getting personal
Persuasive writing example
Section 3: Persuasion – Beyond Logic
The science of decision-making
Primacy – why coming first matters
Consistency and why we hate changing our minds
Justification and evidence
Loss and reward – a bird in the hand…
Outside influences – following the herd
Repetition, Repetition, Repetition
Anchoring – decision-making all at sea
The Halo Effect
Recency – the here and now
The reader is always right
Commercial Break: Advertisement Slogans
Section 4: Conciseness Equals Clarity
Ason and the Jargonauts
The writer’s diet – cutting padding
Culling lazy words
Examples, similes and analogies
A 7-step concise writing process
Section 5: Verbs Equal Vigour
Verbs just wanna have fun
Verbs in disguise – noun suffixes
Section 6: Mistakes
Commonly confused words
Using the wrong word
Scattershot punctuation and no punctuation
‘Mistakes’ that aren’t mistakes
Section 7: Planning and Structuring
Plan, Draft, Edit
Section 8: Layout, Fonts and Formatting
Tables and diagrams
Section 9: Tips for Common Documents
More effective emails
Writing for the web
Executive summaries and abstracts
Feedback, fear and a favour
Section 10: Persuasion – the Dark Arts
It’s common sense, stupid
It’s common knowledge
Widen or narrow definitions
Flattery will get you everywhere
And a few more…
Appendix 1: Summary of rules
Appendix 2: Supersized words and their alternatives
Appendix 3: Recommended reading
Appendix 4: Persuasive writing flowchart
Appendix 5: Persuasive writing checklist
Appendix 6: Exploiting and countering human decision-making
Appendix 7: the 7 step concise writing process – worked example