Index

abstracts

academic writing, 2^nd

active voice, 2^nd

adjectives, 2^nd, 3^rd

advantages, 2^nd

adverbs, 2^nd

advertisements

categories of slogans

DFS sofas

emotive language

More Than insurance

Shell Oil

Volkswagen Polo

Waitrose

affect/effect

agitate, empathise and solve

analogies, 2^nd, 3^rd

analogous reversal, 2^nd

analytical planning

anchoring, 2^nd

anecdotes

apostrophes

arguments, fallacious

abuse of statistics, 2^nd

assuming causality, 2^nd

begging the question

bribes and threats

common knowledge, 2^nd

common sense, 2^nd

false dichotomies, 2^nd

flattery, 2^nd

generalisations

narrow/widen definitions, 2^nd

naturalistic fallacy

perfect/imperfect solution

proving a negative

risks of

Aristotle

attributional bias

audience

assessing and understanding

characteristics of

creating meaning

cynicism of, 2^nd

as ignorant genius

needs of

proofreading by

availability, 2^nd, 3^rd

availability error

bad news: anchoring

Baggini, Julian

because, power of, 2^nd, 3^rd

beliefs, changing

benefits to users, 2^nd, 3^rd

Booker, Christopher

brand awareness

bullets, 2^nd, 3^rd, 4^th

drafting

justification of

seven-step process, 2^nd

business writing, style of

buying decisions

calls to action, 2^nd

causality arguments

caveats, including

celebrity endorsement, 2^nd

changing beliefs/minds

Churchill, Winston

cognitive dissonance

colons

colour

commas, 2^nd

common sense

comparisons, 2^nd, 3^rd, 4^th

complaint, letters of, 2^nd

concise writing, 2^nd

cutting padding

punctuation

and reader response

redundant words

sentence length

seven-step process, 2^nd

summary

See also sentences

confirmation bias, 2^nd, 3^rd, 4^th, 5^th, 6^th

consistency, 2^nd, 3^rd

countering

conspiracy theorists

course/coarse

cover letter with CV

crescendo effect

CV writing, 2^nd

avoiding clichés

cover letter

disarming honesty

in first person

leaving out detail

personalising to job

presentation

cynicism of audience, 2^nd

decision-making, 2^nd

anchoring, 2^nd, 3^rd

availability, 2^nd, 3^rd

biasing information

buying decisions

consistency, 2^nd, 3^rd

halo effect, 2^nd, 3^rd

horns effect, 2^nd

justification and evidence, 2^nd, 3^rd

loss and reward, 2^nd, 3^rd

making comparisons, 2^nd, 3^rd, 4^th

outside influences, 2^nd, 3^rd

primacy, 2^nd, 3^rd

reader’s correct

recency, 2^nd, 3^rd

repetition, 2^nd, 3^rd

science of

simplicity, 2^nd, 3^rd

social proof, 2^nd

DFS sofa adverts

diagrams, 2^nd

drafting

editing

effect/affect

e.g .

emails, 2^nd

subject line

tone

when to send

emoticons

emotion, 2^nd

generating

manipulation of, 2^nd

emotional response, 2^nd, 3^rd

emotive language

advertisements

agitate, empathise and solve

emotive words

empathy

envy, 2^nd

etc .

ethos, 2^nd

European Commission

examples, use of, 2^nd

exclamation mark

executive summary and abstract, 2^nd

size of

structure

experience

celebrity endorsement, 2^nd

social proof

expertise of writer

FABU

fallacious arguments see arguments

false dichotomies, 2^nd

fear, 2^nd

features

feedback, 2^nd

fiction writing, 2^nd

5 Ps structure

flattery, 2^nd

fonts

choice of

for tables

formatting, 2^nd

full stops

gambling, 2^nd

generalisations

Goldacre, Ben

grammar

grammar checker, 2^nd

grant funding, 2^nd

analogous reversal, 2^nd

dismissing competitors

effect of internet

evaluator, 2^nd

example

logic train

showing workings

storytelling

technology, 2^nd

graphics, 2^nd

greed, 2^nd, 3^rd, 4^th

guilt

halo effect, 2^nd

headings, 2^nd, 3^rd

meaningful

rules for

healthcare products

horns effect, 2^nd

hostility/cynicism of audience, 2^nd

i.e./e.g .

impact boxes, 2^nd, 3^rd

CV writing

web pages

information: location in document, 2^nd

intent response, 2^nd

internet and grant funding

its/it’s

jargon, 2^nd, 3^rd, 4^th, 5^th

required

job adverts

justification for decisions, 2^nd, 3^rd

justification of text, 2^nd

bullets

tables

Langer, Ellen

language, emotive, 2^nd

layout, 2^nd, 3^rd

tables

letters of complaint, 2^nd

list of three

loaded words

logic train

logos, 2^nd

loss and reward, 2^nd, 3^rd

manipulation of emotions, 2^nd

metaphors

mistakes

allowable

common

More Than insurance adverts

needs of reader

neural networks, 2^nd

nouns

nominalised nouns, 2^nd

objectives

too many

participation of reader

passive voice, 2^nd

pathos, 2^nd

persuasion, three aspects of, 2^nd

persuasive writing

before you start, 2^nd

checklist

defined

example

flowchart

reasons for

reviewers for

setting objectives

See also concise writing ;

decision-making; rules; seven-step

pictures

planning

analytical

visual

plots for storytelling

practice/practise

presentation

of CV

halo effect

primacy, 2^nd, 3^rd, 4^th

principle/principal

problem to solution structure, 2^nd, 3^rd

pronoun

proofreading, 2^nd, 3^rd

emails

punctuation, 2^nd, 3^rd

too much

rationalisation, 2^nd, 3^rd, 4^th

readability statistics, 2^nd

reader response, 2^nd

and concise writing

emotional response

intent response

negative and positive

See also audience

reader response = result, 2^nd, 3^rd, 4^th, 5^th

and reason, respect and emotion, 2^nd, 3^rd

reading ages

reason, 2^nd, 3^rd

recency, 2^nd, 3^rd, 4^th

repetition, 2^nd

report structure

reputation and respect

research funding, 2^nd

example of process

respect, 2^nd, 3^rd

response see reader response

result, reader response and, 2^nd, 3^rd, 4^th, 5^th, 6^th

reviewers

reward and loss, 2^nd

rewarding reader

rhetorical questions

rules

accessible main point

active voice

adjectives and adverbs

analogies and examples

breaking, 2^nd, 3^rd, 4^th

call to action

features and benefits

on headings

on jargon

justifying text

on layout

nominalised nouns

one point per sentence

proofreading

punctuation use

redundant words

sentence length

spell checkers

summary of

tell a story

‘the’ and ‘that ’

toy with emotions

using short words

writing how you talk

you, we and I

sales documents, 2^nd

sans serif fonts, 2^nd

SCRAP structure

semicolons, 2^nd

sentences

length, 2^nd, 3^rd, 4^th, 5^th

subject, verb, object, 2^nd

serif/sans serif fonts, 2^nd

seven-step writing process, 2^nd

bullets, 2^nd

close edit, 2^nd

expand, 2^nd

re-read and proofread, 2^nd

read section as whole, 2^nd

reading each sentence, 2^nd

story, 2^nd

worked example

Shell Oil adverts

shock tactics

short cuts, 2^nd

similes

simplicity, 2^nd, 3^rd

site map

skim-reading

web pages

SOAP structure

social proof, 2^nd

solutions, offering, 2^nd, 3^rd, 4^th

spell checker, 2^nd, 3^rd, 4^th, 5^th

spelling

by audience representative

poor

UK/US

statistics, abuse of

comparing best and worst

ignoring base rate

patterns in randomness

selection bias

storytelling, 2^nd, 3^rd

basic elements

basic plots

grant funding

seven-step process, 2^nd

structure of documents, 2^nd

executive summary

style of writing

subject, verb and object, 2^nd

sunk-cost bias, 2^nd, 3^rd

supersized words, 2^nd

and alternatives

tables and diagrams, 2^nd

technology grant applications, 2^nd

testimonials

‘the’ and ‘that ’

there/their

third person writing, 2^nd

except CV

three, list of

Tobin, Robert

U-appeal, 2^nd

verbs, 2^nd, 3^rd

visual planning

Volkswagen Polo advert

Waitrose adverts

web content

contact details

page length

rewarding readers

white space, 2^nd, 3^rd

words

commonly confused

emotive

loaded

negative and positive

power of because, 2^nd, 3^rd

reducing

redundant

supersized, 2^nd, 3^rd

using wrong

you, we and I