The Mathematics Of Persuasive Communication
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self-esteem, etc. Bio-food companies do not sell organic produce, but rather honesty, purity, nature, etc. Automobile manufacturers do not sell transportation, but rather freedom, adventure, spontaneity, prestige, etc. The fact is, each industry, even each individual product, may have to determine what it is truly all about – and there are thousands of them!
Writers are lucky. There are numerous variations to what we do, but there are really only two fundamental types of writing. It is important to recognise this, because not only are they quite different, in some respects they are exactly opposite. So unless we clearly recognise which type of writing we are doing – and how it differs from the other one – we will almost certainly commit serious errors.
What are the two types? And how do they differ?
Creative Writing
Texts such
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