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 really is performed no matter if the 'end product' is a smooth 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, unique and as you would anticipate hugely persuasive, am i able to switch Your brain? will swap how you take into consideration the phrases you employ for ever.
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Additional info for Can I Change Your Mind?: The Craft and Art of Persuasive Writing
We interpret them; we look for hidden meanings and secret agendas; we test them against our own understanding of the world. It’s as if there is a little voice inside our heads, commenting on what we are reading. ’ ‘Pah! ’ And so on. Maybe your little voice is more polite. But the principle is the same: all readers always conduct a dialogue 20 PERSUASIVE PRINCIPLES 01CICYM 14/1/07 6:27 pm Page 21 with themselves about what they are reading. (You’re doing it now, aren’t you? You’re thinking: ‘Is he right about that?
UNDERSTANDING YOUR READER 45 01CICYM 14/1/07 6:27 pm Page 46 In my experience, I have to say, that often isn’t very far at all. Most of the things I write professionally are aimed at target audiences made up of hundreds, thousands or even millions of individuals. Try as I may, distilling this mass of humanity into a single, fully imagined Composite Reader, whose interests, attitudes and feelings are an open book to me, whose lifestyle and tastes I understand, whose TV viewing habits I am familiar with, whose every whim I can anticipate … well, sadly, most of the time, it just ain’t going to happen.
And so on. Maybe your little voice is more polite. But the principle is the same: all readers always conduct a dialogue 20 PERSUASIVE PRINCIPLES 01CICYM 14/1/07 6:27 pm Page 21 with themselves about what they are reading. (You’re doing it now, aren’t you? You’re thinking: ‘Is he right about that? ’) The reader is not an idiot Good persuasive writing is not, repeat not, about trying to dupe, con or otherwise hoodwink the reader. You may sometimes be able to get away with lies and deceit, but in my view the risk is much too great.
Can I Change Your Mind?: The Craft and Art of Persuasive Writing by Lindsay Camp