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Persuasive Business Proposals, 3rd Edition by Tom SANT

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5 Winning by a NOSE: The Structure of Persuasion

IN AN ORGANIZATIONAL SETTING, PEOPLE WRITE for one of three reasons—to inform, to evaluate, or to persuade. For each of these purposes, there is a structural pattern that will produce the best results. You can think of these structural patterns as templates for delivering content in the right order. Keep in mind, however, that these are not templates created by English teachers or document designers. Rather, they arise from the brain of the reader. They are part of our innate mental apparatus.

The human brain is hard-wired to look for content in a specific order, depending on what purpose we will make of the message. If you use the wrong pattern in organizing your content, you will get the wrong ...

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