The Mathematics Of Persuasive Communication
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one wants to read what you are going to write.
Most people don’t like to be instructed and informed. They probably would much prefer to be doing something else.
The importance of recognising and adopting the “expository writing attitude” cannot be over-stated, because it can dramatically change the very nature of what you are writing. Here are a couple of examples.
A. Corporate image brochure
I was once commissioned to write a corporate image brochure. Two things are certain about these expensive, glossy booklets:
• Almost all companies of any size feel compelled to produce them.
• Virtually no one ever reads them.
Starting from the attitude that no one would want to read what I was about to write, I created a brochure that people not only read. They actually called the company to
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