Table of Contents

• Introduction
• Section 1: What is Persuasive Writing?      
• Section 2: Tools for Persuasive Writing      
• Section 3: Persuasion – Beyond Logic        
• Commercial Break: Advertisement Slogans
• Section 4: Conciseness Equals Clarity
• Section 5: Verbs Equal Vigour
• Section 6: Mistakes  
• Section 7: Planning and Structuring 
• Section 8: Layout, Fonts and Formatting    
• Section 9: Tips for Common Documents     
• Section 10: Persuasion – the Dark Arts      
• 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 7 step concise writing process – worked example

Promotional Information

A combination of effective writing, decision-making and persuasion. Designed for everyday use, this book offers practical advice to help readers write concise, convincing and effective documents.

About the Author

Peter Frederick has spent the past 10 years as a professional persuasive writer. He is currently the senior bid writing expert for Pera Innovation, a leading research and development consultancy. He provides training, guidelines and internal evaluation to around 50 writers both within Pera and across other research organisations in Europe. Over the past 3 years, he has written and evaluated successful research bids worth €67m. His guidelines and training courses have contributed to writers securing projects worth over €200m over the same period.

Reviews

"With guidelines and rules set out in each chapter, would-be writers are provided with clear instructions on how to make the most out of words." eManager, August 2011