Persuasion – Beyond Logic
Sometimes, the conclusion we wish our reader to reach is not necessarily the most logical one. If people were as logical as machines, the only way to persuade someone would be through cold, hard facts. Humans are, however, emotional animals and this greatly affects our ability to make rational decisions. This section talks through some of the mental biases which cloud our logic and explains how the knowledge of their effects can be used to make your writing more persuasive.
A note on references
You will notice the following examples do not contain references. Nor have I included lengthy anecdotes or details. This is purely to maximise the value of this book. There are plenty of great popular science books that ...