The 4 Cs of persuasion
We’ve all had the experience of watching a TV commercial and wondering “what was that all about?”, or reading a sales promotion letter and thinking “so what? why should I care?”
Or even worse, receiving a proposal and groaning at the thought of reading the whole document.
Persuasive messages can be characterised by the four Cs:
- Clear
- Compelling
- Concise
- Convincing
Next time you are writing a proposal, preparing a presentation, or pitching for business, test your key messages against these four Cs to be certain you will persuade your audience.
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Feature article
Tender readability – tips to improve your tender presentation and some tender presentation no-nos
Tender readability remains a problem for some in the 21st century. I still see submission documents that cling to a handful of really old hat tender presentation and formatting techniques. I suspect this is because some of these ‘rules’ are viewed as being more appropriate to a ‘formal’ style of document such as a tender. […]
