A combination of effective writing, decision-making and persuasion. Designed for everyday use, this book offers practical advice to help readers write concise, convincing and effective documents.

• This practical, accessible day-to-day reference is written by an author with 10 years of commercial bid-writing experience, combining the most valuable practical advice this book is:

·       Concise – promoting useable content over prose 

·       Accessible - informal, yet informative   

·       Filled with real-world case studies and worked examples

·       A combination of effective writing skills and persuasion science

• It will help the reader to:

·         Use emotive language to get the best reader response

·         Employ a range of techniques to exploit how people decide

·         Add energy to their writing

·         Avoid common mistakes

·         Plan, structure and lay out for impact

• Persuasive Writing provides a list of rules that build over each chapter for example:

·         Rule 2: talk directly to the reader using You, We and I

·         Rule 3: tell stories to your readers

• The appendix provides a Persuasive Writing Flowchart to guide the reader in applying the main persuasive principles when creating a new document and also contains a 7-step concise writing process. 
• Market: Pearson Education is the management market leader with over 24% market share. Management is the biggest market in the business sector and was worth £6 million in 2009.
• Benchmark: Brilliant Business Writing (9780273720799), Published December 2008, Life sales: 3,427 copies sold (TCM Nielsen Bookscan).