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Write like a person, to a person.<br />
Who did you write to?Describe him or her to your partner. Partners, draw a picture of that person from the description.<br />
Last chance:<br />Read your body copy aloud. Do you still love it?Does your partner love it?<br />Is there a word or sente...
Judging Criteria<br /><ul><li>Clarity
Simplicity
Brevity
Humanity</li></li></ul><li>
Persuasive Writing<br />
Persuasive Writing<br />Seeks to change an opinion or a stance<br />Seeks to change a behavior<br />May act as a call-to-a...
Don’t ride the fence. <br />Decide what your opinion or position is and stick to it.<br />
Don’t ride the fence. <br />Decide what your opinion or position is and stick to it.<br />
Outlines, notes, & research<br />Start with what you know. Then research what you don’t.<br />You are your own target some...
 Sports teams</li></li></ul><li>
Make a pros & cons list. <br />Be honest about your product. Seriously. <br />
Make a pros & cons list. <br />Be honest about your product. Seriously. <br />
Make a pros & cons list. <br />Be honest about your product. Seriously. <br />Pros & Cons: Tangible qualities – cheaper, f...
The thinking part of writing<br />
The thinking part of writing<br />Research is your friend.<br />Research is your foe.<br />
There is an agency somewhere in the world where every<br />single brief contains a clear and concise key message.<br />
There is an agency somewhere in the world where every<br />single brief contains a clear and concise key message.<br />You...
The thinking part of writing<br />1. Get what you want to say down to one sentence.<br />
The thinking part of writing<br />You should (verb) (subject) because (single compelling reason).<br />
The thinking part of writing<br />2. Organize according to “what’s in it for me?” (WIFM)Watch out for we-us-our.<br />
The thinking part of writing<br />3. Start with the general, then move to the specific<br />
3. Start with the general, the move to the specific<br />The thinking part of writing<br />
The thinking part of writing<br />4. Be logical<br />
The thinking part of writing<br />Ok, let’s try it.<br />
First, finish this strategy statement: <br />	We should acquire an iPad for my work because (compelling reason).<br />
	First, finish this strategy statement: <br />	We should acquire an iPad for my work because (compelling reason).<br />
Second, write a brief outline for a medium-length email to your boss on this topic.<br />
Second, write a brief outline for a medium-length email to your boss on this topic.<br />
All these things are great. Sort of.<br />
You cannot just write logically. There is no step-by-step guide.Your writing must have personality, style, and originality...
Sir Ernest Henry Shackleton<br />1914 Antarctica Expedition<br />
Reciprocity<br />Consistency<br />Authority<br />Consensus<br />Scarcity<br />Liking<br />
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Persuasive writing

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Persuasive writing

  1. 1. Write like a person, to a person.<br />
  2. 2. Who did you write to?Describe him or her to your partner. Partners, draw a picture of that person from the description.<br />
  3. 3. Last chance:<br />Read your body copy aloud. Do you still love it?Does your partner love it?<br />Is there a word or sentence that bothers you?<br />Is it absolutely perfect in every way?<br />
  4. 4. Judging Criteria<br /><ul><li>Clarity
  5. 5. Simplicity
  6. 6. Brevity
  7. 7. Humanity</li></li></ul><li>
  8. 8. Persuasive Writing<br />
  9. 9. Persuasive Writing<br />Seeks to change an opinion or a stance<br />Seeks to change a behavior<br />May act as a call-to-action<br />Influences readers<br />
  10. 10. Don’t ride the fence. <br />Decide what your opinion or position is and stick to it.<br />
  11. 11. Don’t ride the fence. <br />Decide what your opinion or position is and stick to it.<br />
  12. 12. Outlines, notes, & research<br />Start with what you know. Then research what you don’t.<br />You are your own target sometimes.<br />- Banking<br />- Fast food<br />- Soda<br />- Cars<br /><ul><li> Fashion
  13. 13. Sports teams</li></li></ul><li>
  14. 14. Make a pros & cons list. <br />Be honest about your product. Seriously. <br />
  15. 15. Make a pros & cons list. <br />Be honest about your product. Seriously. <br />
  16. 16. Make a pros & cons list. <br />Be honest about your product. Seriously. <br />Pros & Cons: Tangible qualities – cheaper, faster, better made, longer lasting, <br />more powerful etc.<br />Intangibles – More prestigious, better looking, more fun,<br />cooler, provides reflected light.<br />
  17. 17. The thinking part of writing<br />
  18. 18. The thinking part of writing<br />Research is your friend.<br />Research is your foe.<br />
  19. 19.
  20. 20.
  21. 21. There is an agency somewhere in the world where every<br />single brief contains a clear and concise key message.<br />
  22. 22. There is an agency somewhere in the world where every<br />single brief contains a clear and concise key message.<br />You will not work there. <br />
  23. 23. The thinking part of writing<br />1. Get what you want to say down to one sentence.<br />
  24. 24. The thinking part of writing<br />You should (verb) (subject) because (single compelling reason).<br />
  25. 25.
  26. 26. The thinking part of writing<br />2. Organize according to “what’s in it for me?” (WIFM)Watch out for we-us-our.<br />
  27. 27.
  28. 28. The thinking part of writing<br />3. Start with the general, then move to the specific<br />
  29. 29. 3. Start with the general, the move to the specific<br />The thinking part of writing<br />
  30. 30. The thinking part of writing<br />4. Be logical<br />
  31. 31. The thinking part of writing<br />Ok, let’s try it.<br />
  32. 32. First, finish this strategy statement: <br /> We should acquire an iPad for my work because (compelling reason).<br />
  33. 33. First, finish this strategy statement: <br /> We should acquire an iPad for my work because (compelling reason).<br />
  34. 34. Second, write a brief outline for a medium-length email to your boss on this topic.<br />
  35. 35. Second, write a brief outline for a medium-length email to your boss on this topic.<br />
  36. 36.
  37. 37.
  38. 38.
  39. 39.
  40. 40.
  41. 41.
  42. 42.
  43. 43.
  44. 44. All these things are great. Sort of.<br />
  45. 45. You cannot just write logically. There is no step-by-step guide.Your writing must have personality, style, and originality.Your writing must be authentic.Your writing must have you in it. <br />
  46. 46.
  47. 47. Sir Ernest Henry Shackleton<br />1914 Antarctica Expedition<br />
  48. 48.
  49. 49. Reciprocity<br />Consistency<br />Authority<br />Consensus<br />Scarcity<br />Liking<br />
  50. 50. Reciprocity<br />Consistency<br />Authority<br />Consensus<br />Scarcity<br />Liking<br />
  51. 51. Now let’s write that email to your boss about the iPad.<br />

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