Persuasive writing how to harness the power of words
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 pers...
| Otros Autores: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Harlow, England :
Prentice Hall
[2011]
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| Edición: | 1st edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628015806719 |
Tabla de Contenidos:
- Cover
- Persuasive Writing
- Contents
- About the author
- Introduction
- Acknowledgements
- What is Persuasive Writing?
- Why are you writing?
- Who is your audience?
- Reader Response = Result
- Tools for Persuasive Writing
- Ethos, Logos, Pathos
- Using emotive language
- You, We, I - getting personal
- FABU
- Storytelling
- Persuasive writing example
- Persuasion - Beyond Logic
- The science of decision-making
- Primacy - why coming first matters
- Availability
- Consistency and why we hate changing our minds
- Justification and evidence
- Simplicity
- 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
- Conciseness Equals Clarity
- Ason and the jargonauts
- Sentences that are too
- The writer's diet - cutting padding
- Culling lazy words
- Examples, similes and analogies
- A seven-step concise writing process
- Verbs Equal Vigour
- Grammar refresher
- Verbs just wanna have fun
- Verbs in disguise - noun suffixes
- Mistakes
- Commonly confused words
- Using the wrong word
- Scattershot punctuation and no punctuation
- Poor spelling
- 'Mistakes' that aren't mistakes
- Planning and Structuring
- Plan, draft, edit
- Document structures
- Layout, Fonts and Formatting
- Font choice
- Layout
- Headings
- Bullets
- Tables and diagrams
- Tips for Common Documents
- More effective emails
- Writing for the web
- Persuasive CVs
- Executive summaries and abstracts
- Grant funding
- Feedback, fear and a favour
- Persuasion - the Dark Arts
- Assume causality
- It's common sense, stupid
- It's common knowledge
- Abuse statistics
- Widen or narrow definitions.
- Flattery will get you everywhere
- And a few more . . .
- The end
- 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 seven-step concise writing process - worked example
- Index.
