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Persuasive Writing by Peter Frederick

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Contents

About the author

Introduction

Acknowledgements

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

FABU

Storytelling

Persuasive writing example

3 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

4 Commercial Break: Advertisement ...

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