1. Write like a person, to a person.

2. Who did you write to?Describe him or her to your partner. Partners, draw a picture of that person from the description.

3. Last chance: Read your body copy aloud. Do you still love it?Does your partner love it? Is there a word or sentence that bothers you? Is it absolutely perfect in every way?

5. Simplicity

6. Brevity

8. Persuasive Writing

9. Persuasive Writing Seeks to change an opinion or a stance Seeks to change a behavior May act as a call-to-action Influences readers

10. Don’t ride the fence. Decide what your opinion or position is and stick to it.

11. Don’t ride the fence. Decide what your opinion or position is and stick to it.

14. Make a pros & cons list. Be honest about your product. Seriously.

15. Make a pros & cons list. Be honest about your product. Seriously.

16. Make a pros & cons list. Be honest about your product. Seriously. Pros & Cons: Tangible qualities – cheaper, faster, better made, longer lasting, more powerful etc. Intangibles – More prestigious, better looking, more fun, cooler, provides reflected light.

17. The thinking part of writing

18. The thinking part of writing Research is your friend. Research is your foe.

21. There is an agency somewhere in the world where every single brief contains a clear and concise key message.

22. There is an agency somewhere in the world where every single brief contains a clear and concise key message. You will not work there.

23. The thinking part of writing 1. Get what you want to say down to one sentence.

24. The thinking part of writing You should (verb) (subject) because (single compelling reason).

26. The thinking part of writing 2. Organize according to “what’s in it for me?” (WIFM)Watch out for we-us-our.

28. The thinking part of writing 3. Start with the general, then move to the specific

29. 3. Start with the general, the move to the specific The thinking part of writing

30. The thinking part of writing 4. Be logical

31. The thinking part of writing Ok, let’s try it.

32. First, finish this strategy statement: We should acquire an iPad for my work because (compelling reason).

33. First, finish this strategy statement: We should acquire an iPad for my work because (compelling reason).

34. Second, write a brief outline for a medium-length email to your boss on this topic.

35. Second, write a brief outline for a medium-length email to your boss on this topic.

44. All these things are great. Sort of.

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.

47. Sir Ernest Henry Shackleton 1914 Antarctica Expedition

49. Reciprocity Consistency Authority Consensus Scarcity Liking

50. Reciprocity Consistency Authority Consensus Scarcity Liking

51. Now let’s write that email to your boss about the iPad.