Persuasive writing uses words to convince the reader to listen or to act. Great business writers use persuasive writing in proposals, articles, newsletters, memos, emails, requests for meetings, ...

Though it may be the particular purview of philosophers and Vulcans, we all use logic to find some semblance of objective truth. Most people like to think of themselves as reasonable beings, so a ...

David is a best-selling author, speaker and trainer. He is also CEO of IPD, a world-class marketing agency based in Tampa, Florida. I have been a business owner for more than half of my life now and a ...

Advertisements can humor you, frighten you, delight you or incense you, but if you want to move someone based on logic and reason, your ad had better contain a rational appeal using facts, data and ...

Anyone who’s shed a tear (or a thousand) during Sarah McLachlan’s ASPCA commercial knows that as much as we might like to think of ourselves as purely logical beings, we’re often driven by our ...

It’s vitally important to employ Aristotle’s ‘three pillars’ if you want to create a uniquely engaging and emotive business presentation. Why should it be emotional, you ask” Because if you connect ...

Let’s face it. We are not rational, and we are not logical. We are emotional creatures, and it is this emotion that drives our behavior and decisions. As consumers, we would very much like to believe ...