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Persuasive writing : how to harness the power of words /
Developed from powerful techniques consistently proven in the world of multi-million pound commercial bid writing, Persuasive Writing reveals the most efficient and effective ways to make your words work, time after time. Discover how to: Transform any document into something truly compelling and pe...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Harlow, UK :
Pearson,
2011.
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- Cover
- Persuasive Writing
- Contents
- About the author
- Introduction
- Acknowledgements
- What is Persuasive Writing?
- Why are you writing?
- Who is your audience?
- Reader Response = Result
- Tools for Persuasive Writing
- Ethos, Logos, Pathos
- Using emotive language
- You, We, I
- getting personal
- FABU
- Storytelling
- Persuasive writing example
- 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
- Commercial Break: Advertisement Slogans
- Conciseness Equals Clarity
- Ason and the jargonauts
- Sentences that are too
- The writer's diet
- cutting padding
- Culling lazy words
- Examples, similes and analogies
- A seven-step concise writing process
- Verbs Equal Vigour
- Grammar refresher
- Verbs just wanna have fun
- Verbs in disguise
- noun suffixes
- Mistakes
- Commonly confused words
- Using the wrong word
- Scattershot punctuation and no punctuation
- Poor spelling
- 'Mistakes' that aren't mistakes
- Planning and Structuring
- Plan, draft, edit
- Document structures
- Layout, Fonts and Formatting
- Font choice
- Layout
- Headings
- Bullets
- Tables and diagrams
- Tips for Common Documents
- More effective emails
- Writing for the web
- Persuasive CVs
- Executive summaries and abstracts
- Grant funding
- Feedback, fear and a favour
- Persuasion
- the Dark Arts
- Assume causality
- It's common sense, stupid
- It's common knowledge
- Abuse statistics
- Widen or narrow definitions
- Flattery will get you everywhere
- And a few more ...
- The end
- Appendix 1 Summary of rules
- Appendix 2 Supersized words and their alternatives
- Appendix 3 Recommended reading
- Appendix 4 Persuasive writing flowchart
- Appendix 5 Persuasive writing checklist
- Appendix 6 Exploiting and countering human decision-making
- Appendix 7 The seven-step concise writing process
- worked example
- Index