CMN 279 Lecture Notes - Lecture 5: Warp Drive
14 Jan 2018
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Volume and reach: 300-3000 ads and appeals per day. It does(cid:374)"t (cid:272)oer(cid:272)e or (cid:373)ake readers do something; it makes them want to do it. Preparing to write persuasively: know your purpose and exactly what you want the reader to do. Requests must be reasonable, appealing, and beneficial to reader: understand what motivates your readers. Consider demographics to determine their needs and goals: consider design and layout. Bold, headings, graphics: be positive and accurate, anticipate objections and plan how to deal with them. Short term pain for long term gain. Money spent is money or time saved in long run. Investment of time or money will bring other benefits. Appeal to the reader"s reasoning (logos), emotions (pathos), or sense of what is right and credible ethics (ethos) Business usually respond best to logical presentation of evidence. When facts fail to convince, emotional appeal can motivate response and action.
