Contents

Thank you

Section One: Persuasive principles
What I mean by persuasive writing, why it’s a useful skill for just about anyone to acquire and how, in general terms, I think it works.

1 Persuasive writing – who needs it?

2 The three Rs of good persuasive writing

3 Understanding your reader

4 Writing for results

Section Two: A persuasive writing A to Z
A brief canter through the alphabet, demonstrating how the principles discussed in Section One can be applied in practice.

Section Three: Persuasive words at work
A closer look at the mental processes involved in using words persuasively, and why the ability to do so will help you perform better at work (whatever you do).

5 How a persuasive writer writes

6 Persuasive words at work

7 So is one picture really worth 1,000 words?

8 Working with writers

Section Four: More than words can say
A somewhat philosophical attempt to pull various threads together, and to put the principles of good persuasive writing in a broader context.

PS …
A few ‘bonus tracks’ for the more enthusiastic reader, including some simple persuasive writing exercises.

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