The real difference between ETHICAL people in business, and the "shady" dealers....

Hi Don,

Your ideas are pretty addictive. And as you say, your writings are also quite persuasive.... :)

Once upon a time, they taught me (and a whole bunch of other students) about how to write "scientifically". I think this kind of stuff starts in high school.

"Scientific" writing is unemotional. Often, there's nobody there ("The bunsen burner was lit." Did nobody light it? Shouldn't it be, "I lit the bunsen burner"? It didn't light itself!)

Well, that's what I was taught.... I'm sure lots of others who did some "science" at school were taught the same thing.

One thing - this kind of writing often makes "ineffective" persuasive copy. :)

I think the best persuasive writing is often emotional (though there's a place for logic too)....

As Joe Karbo says, it's like a love letter. A love letter filled only with "logical" reasons will probably fall flat. People want to be "romanced", to feel emotion....

Logic helps too, of course, but emotion is what really moves people's hearts. Joe Sugarman says that people decide to buy on emotion, then justify it with logic....

Anyhow, what I'm getting at is that Don, your writing is emotional - it's almost impossible to read it and not have an emotional reaction! (Gordon has this gift too.) I think that may be why it's so good.... :)

- Dien Rice