Persuasive Writing Techniques
It is not easy to persuade and influence people when writing – whether in business reports, sales or advertising literature, funding applications/letters, or marketing products and services online. How do we stand above the competition, present ideas effectively, and win arguments? This course will critically analyse some of the techniques used by professionals and explore ways for writing persuasively.
We start the day by looking at the advantages of planning your work, profiling your audience, and understanding their perspective. Before lunch we look at popular techniques and specific vocabulary that can help you present your message and ideas effectively. In the afternoon we focus on advertising and sales literature; discuss how they use headings and emotions in their writing, and evaluate the techniques.
The final session is a chance to apply the writing principles and techniques of the day – working on either something you have brought or the tutor's exercise.
10.00am Focussing on your audience
Planning before starting to write. Profiling your readers/audience –understanding their background, perspective and possible reservations.
11.40am Presenting arguments and ideas
Writing techniques and vocabulary that can persuade readers. Tips for writing letters, applications and reports.
2.00pm The power of advertising
We look at how advertisements and sales literature use headings and emotions to influence. Learn some techniques that you can use We will evaluate some of these techniques.
3.45pm Practice your persuasive writing skills
A chance to practice the techniques from the day, and (if you want to) test your writing's persuasiveness on other delegates.
5.00pm Course disperses
- Atkinson, I. FT Essential Guide to Business Writing: How to Write to Engage, Persuade and Sell (Financial Times, 2011)
- Bullard, R. Business Writing Tips – For Easy and Effective Results (Perfect Text, 2015). [Course tutor]
- Mannering, K. Persuade People With Your Writing (Teach Yourself, 2012)
- Maslen, A. Persuasive Copywriting (Kogan Page, 2015)
- Shaw, M. Copywriting: Successful Writing for Design, Advertising and Marketing (Laurence King, 2012)
- Young, S. Brilliant Persuasion (Pearson, 2017)
Tuition (includes tea/coffee): £67.00
Baguette lunch: £4.90
Full lunch: £14.00
Robert Bullard is an Oxford based writer, editor and trainer in writing skills (perfecttext.org). He has been helping businesses and individuals with their writing since 2003, drawing on his previous experience as a feature writer for national broadsheet newspapers and websites, including the Guardian and The Daily Telegraph. He gives several training courses for the Department of Continuing Education.
Director of Studies
Dr Ali is a Departmental Lecturer and Director of Studies in Language and Cultural Studies, OUDCE.
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Terms and conditions
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Sources of funding
Information on financial support