Introduction

If you write something for someone else to read, the chances are you are doing it to get a result. In other words, you want to persuade the reader to do what you want. This applies equally to a range of documents, such as emails, CVs, reports, advertising and recruitment ads.

Most of my time is spent training writers how to win funding for industrial research. This intensely competitive process gives you one shot at winning a grant, with no right to reply. I have spent the last ten years developing practical persuasive techniques, proving them on multi-million-pound grant applications and teaching them to bid writers across Europe. More recently, I’ve successfully applied these techniques to other areas of life and business, such ...

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