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Quick & Painless Business Writing by Susan F. Benjamin

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Chapter 11
Seducing, Spinning, and Sedating: All About Structure
Before we jump into the essentials of structure, let’s confront the bad guys of word use: seducing and spinning. You’ve probably heard that wretched advertisers, unscrupulous lawyers, and con artists everywhere use them to deceive and otherwise rip you off. It’s a corporate myth. If you want to write well, you must use these strategies. They’re unavoidable, even when you’re applying the near-angelic tenets of plain language.
Let’s start with “seducing.”
Seducing. I love the word, don’t you? Seducing. It’s so… seductive, so slippery, so sweet. Doubtless, one part seduction and one part word use and you think: subliminal seduction! That’s how sneaky marketers embed suggestions into ...

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