By Lindsay Camp
Nowadays, all of us desire the facility to argue a case successfully in writing. Drawing on his lengthy adventure as a number one copywriter, Lindsay Camp indicates how it is performed no matter if the 'end product' is a modern journal advert, a brand new company thought, a web page for the corporate web site, or simply a hasty e mail for your boss. attractive, wonderful and as you'll anticipate hugely persuasive, am i able to switch Your brain? will switch how you take into consideration the phrases you employ for ever.
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Extra info for Can I Change Your Mind?: The Craft and Art of Persuasive Writing
Example text
Hmmmm, not srue. But I’d say taht aythnnig wihch meaks us pusae and tinhk aoubt how raderes ralely raed – as opopsed to how we wulod lkie tehm to raed – has to be a good tihng. What do we know about this specific reader? I suppose there may be the occasional exception – the odd reader who actually, with the best will in the world, is an idiot – but broadly, everything I’ve said so far about how people read applies across the board when we write persuasively. But what about the specific reader we are addressing in a particular piece of writing?
But, actually, from the outset, there had only ever been two options: I could pay him the ludicrous sum he was demanding, or see him in court. Everything else was wasted words. For a persuasive writer, it’s the most basic mistake in the book: sitting down to write without a really clear picture of the intended result. But if this gnarled professional can make such a schoolboy error, so can just about anyone. And believe me, it happens all the time. Vast swathes of supposedly persuasive writing fail to persuade any- 52 PERSUASIVE PRINCIPLES 01CICYM 14/1/07 6:27 pm Page 53 body of anything because the writer has neglected to answer (or perhaps even ask) the question: What, specifically, am I trying to achieve here?
Is what you’re saying completely new to her? Is she already showing an active interest, metaphorically poised with her money in her hand? Or is she an existing customer; someone who has already made a commitment – and may therefore be assumed to possess a degree of interest, knowledge and perhaps good will? And here’s another question worth asking: Where is the reader reading? On my travels recently, I saw the following in black in white: Good food is a joy! I don’t know about you, but I couldn’t agree more.