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About the author
1 What is Persuasive Writing?
Why are you writing?
Who is your audience?
Reader Response = Result
2 Tools for Persuasive Writing
Ethos, Logos, Pathos
Using emotive language
You, We, I – getting personal
Persuasive writing example
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
4 Commercial Break: Advertisement ...
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