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Persuasive writing

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A way around the pyramid

A way around the pyramid

Lift ideas off the page with display copy There is one great thing about the inverted pyramid lead. More bang...
Persuasive writing / Writing structure
Combat fatigue

Don’t let your writing structure create combat fatigue

Are you using a 150-year-old story format? At about the time this Union soldier marched off to war, journalists invented...
Persuasive writing / Writing structure
make-it-f-a-b

Make it F-A-B

Translate features to advantages to benefits Quick! Which would you rather have: Apple's new incredibly responsive A9X chip? Or the...
Persuasive writing / Reader-centric writing
Reframe the problem - break an egg?

Reframe the problem

Break an egg? Make an omelet Don't you love the way H&R Block reframed tax season as refund season this...
Persuasive writing
Hero

Authority rules

Experts are most trusted, says Edelman’s Trust Barometer Trust saw some big changes in 2011: Trust in credentialed experts (70%)...
Persuasive writing
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Alphabet soup

Alphabetical structure isn’t as easy as ABC I find myself once again on Weight Watchers. (Sigh. Why can’t I make...
Persuasive writing / Writing structure
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