Learn2Write

Have you ever seen a leaflet or an advert? Usually, they tell you about a new product, place or service, like a new play area or a pizza corner in the neighbourhood. But you know what? Most of them are thrown away after a single glance. However, there are a select few that make you stop and say, "Hey, this is for me!" Maybe it's because they show an interesting product, or you are attracted by the design. But guess what's extremely important? The words they use to make anything sound wonderful! It’s surely, the words or the tone that makes you feel excited and happy about what they're talking about.

How to create an engaging leaflet?

From the given topic, it’s easy to understand what the core message is. But how to emphasise and compel depends on two key factors: whose hands do you want this leaflet to fall into? Which person will help you gain the maximum reach? Once that is fixed, you need to fine-tune your tone of voice to attract potential customers. Remember, adults like being spoken to with respect and professionalism, while a younger audience likes a more casual and relatable tone. To elaborate, you could build a professional tone by incorporating statistics, credible testimonials, authoritative credentials, and most of all, formal language. Meanwhile, to create a relatable tone, keep the text short and snappy with a conversational tone, appeal to the senses by using vivid and descriptive language, tweak benefits to align with the customers’ lifestyle, insert phrases that make them feel capable and in control, add testimonials from social influencers and use imperative verbs to create a sense of urgency that plays on the fear of missing out.

For any audience, it cannot be stressed enough that choosing the right words is essential. Think about it like this: sometimes, when people want you to care about something, such as when they talk about saving animals or helping others, they use really strong words that make you feel things deep down. Other leaflets just state the points straight, for example, Get Fit with Healthy Groovz: Move, play, smile! So, whether it's about saving the world or having a blast, the right words are like a special language that makes you want to jump right in.

Let’s consider two examples of varying tones to connect with the older and younger audience.

For Older Audience:

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Take note of how different audiences are approached keeping their needs in mind and speaking their language to instantly connect with them. Similarly, can you come up with different texts to engage different audiences in the context of getting together for a charity cause or even saving the tigers?

Remember that from the heading to the requisites, there will be a difference in the way you address your target audience. Hence, you need to plan first who is that you need to approach, who will invest (or even lead to investing) more and how to fine-tune your tone to convince them. Generally, try to sprinkle pronouns like ‘you,’ persuasive devices and counterarguments to prospective concerns and even appropriate sensory images to connect faster with the selected audience. Remember, it’s not only about what you say, but how you say it that makes a lasting impression.

Today, we're going to talk about something super cool – ‘tone’ in creative writing! But don't worry, it's not as tricky as it sounds. It’s something we use every day without even realising it!

Don’t you say things in different ways to different people depending on how you feel? When you're super excited about something, your voice goes all bubbly and enthusiastic, right? That's a kind of tone! It's the mood or feeling behind your words. It's like a secret weapon that will make not just your speech but also your writing—letters, stories or even arguments—even more, fun and engaging!

Now, we know fairly well that when we talk to our best friends or grandparents, we have to use informal words or expressions, and formal expressions when we write any argumentative/persuasive essay. But how do you use tone to your advantage when you have to write an informal letter but have to be persuasive with facts at the same time? Well, it's all about the words we choose and how we arrange them.

Let’s check an example where we need to write a letter to our grandparents, trying to persuade them that TV is not entirely bad.

The following statements each express different attitudes about one point revolving around the TV with six different tones: optimistic, bitter, tolerant, sentimental, humorous and objective.

1. The TV may rerun different programmes, but some shows evoke a sense of nostalgia and transport us back to a time filled with laughter, tears and unforgettable moments. Thus, they tend to latch on to our innermost feelings.

The tone is sentimental—'to latch on to innermost feelings,’ expresses tender emotions.

2. While the TV often airs various reruns, certain shows have a remarkable ability to evoke nostalgia. Thereby, they create a sort of connection with our good old times and that is not entirely a bad thing.

The tone is tolerant. The words ‘not entirely a bad thing’ show that the writer accepts that TV programmes may have their flaws, but it isn’t entirely damaging.

3. Although there are some really good educational programmes on TV, sometimes the programme coordinators just love to recycle all sorts of shows that insist on dragging us back to the past, flooding us with nostalgia and memories that we’d rather bury. But you know what? As much as it might frustrate me, it has this sneaky way of latching onto my innermost feelings.

The tone is bitter. The writer feels aggrieved by a situation that forces him or her to relive his or her old memories.

4. Though repeat telecasts can be a waste of time, those shows have an incredible power to awaken nostalgia within us. Only if they merged the charm of the past with fresh perspectives and new content, could they become a delightful source of entertainment for both old and new audiences alike. I’m sure that it will happen.

The tone is optimistic. The writer is expecting the contents to be improved.

5. Television often broadcasts a variety of programmes, including repeat telecasts. It helps to escape reality once in a while and for that, anything will do.

The tone is objective. The writer does not express feelings about the shows. He simply states facts.

6.  I know that we don’t need time machines as we have got many repeat telecasts to take us to the past. But hey, even though we might roll our eyes at the reruns that mess with our emotions, deep down, we know they've got a special place in our hearts.

The tone is humorous. The writer uses humour to agree to an argument and to counterargue as well.

Did you note how different vocabulary is used and how phrases are arranged depending on the tone? This is what makes any writing alive! It's like a secret ingredient that makes your writing magical. And guess what? You get to choose the tone!

So, next time you weave a fantastic tale, make a profound argument or jot down an informal letter, think about the tone you want to share with your readers. Have fun experimenting with different tones and see how they change the feel of your writing. Remember, writing is all about expressing your imagination, and using different tones is like adding a touch of your fantastic personality to every word you put on paper!

Letter writing is a lost art, but something that you could treasure for a lifetime. Imagine finding a letter in the attic of your house ten years later! Guess what—it is a letter from your best friend. Wouldn't it be lovely to take a trip down the memory lane? Think of it as a time capsule! 

 Letter writing helps tap into your creativity because you can take your time to think deeply about what you would like to share. In due course, it enhances the style of writing. There are two types of letter writing: formal and informal. Let us look at the important elements to structure a formal letter. 

 The first critical rule to remember is Date (on the top right corner of the letter). Why do you think a date is important? So that, when you read a letter ten years hence, it takes you back to the exact time and place and connects to your memory. Moreover, the reader gets to know the value and relevance of information on that particular day of the year.

 Following the date, comes the subject of the letter. The subject of the letter is like the title of a story. The subject provides the reader with the basic idea of the content of the letter. For example,

 Sub: Request to open an after school club to provide a platform for creativity to flourish

 Salutation and Introductory paragraph follow next. 

 The key to writing an impressive introduction is to be polite. You would not want to read a letter that commands you or throws an impolite tone, right? So, remember to be courteous and place your point across. You could even thank the receiver for considering your requests earlier or considering listening to your viewpoints (if you know the receiver). Few phrases that you could consider: Thank you for your time to hear my viewpoints/I would like you to consider/I am writing with reference to/I hope you find my points insightful, etc.

 Look at the following examples:

 Example 1:

 Dear Mr. Smith,

 I would like to discuss introducing an after-school club at school. The goal of the club would be to let students explore their creativity. As you might already be aware of the benefits of an after-school club, you still have not considered opening it. 

 Example 2:

 Dear Mr. Smith,

 My name is Jane Doe and I am a Year 5 student at your school. I would like to put forward a few ideas to push our school to the top of the league. Creativity is like a bird's wings; it should fly and soar high. With this idea in mind, I would like to propose an after school club.

 Which one sounds better? The second example contains the goal of the subject, in a nutshell. It provides the reader with precise information. In addition, the tone is polite. On the other hand, the first example is rude and directly blames the reader

 For the body of the letter, include at least three paragraphs. Each paragraph starting with a topic statement and supported by valid reasoning with examples. Include as many persuasive devices as possible to sway the reader's opinion. Remember, the aim is to convince the reader to agree to your ideas. 

 Consider the following examples:

 First of all, more than 80% of Year 5’s agree with me that our school really needs an after-school club. Few of the suggestions are self-defence classes, art classes, drama classes and cooking classes. Did you know you have talented people in this pool who dream of soaring high in life? And for that, the training needs to start early on. (Note the use of statistics and rhetorical question)

 Secondly, there are many advantages of an after-school club. (Move on to talk about enhancing social skills, learning to overcome challenges, exploring the inner potential, etc. You could add information by using connectives such as in addition, moreover, in order to, since, due to, etc.)

 The third paragraph could talk about how after-school clubs are advancing in full swing. You could personalise the experience and talk about how you met a neighbour from a different school and you had a productive discussion on the advantages of an after-school club.

 Continue using phrases such as I strongly believe/In my opinion/I trust you to take a decision/In my view (to express opinions).

 Before the concluding paragraph, add a counter-argument and refute to sway the reader in your favour. For example,

 On the other hand, you might be thinking that it would be an additional expense to hire instructors for different clubs; however, there are teachers in our school who have additional skills and would be interested to lead. It is worth a discussion, is it not? Whereas there are pupils who are ready to take a lead in organising a Sunday fair, where hidden talents would be showcased. There would be a minimal entry fee. Look, we have already started finding resolutions. Nevertheless, it is your final decision: I trust you to take the best one.

 Note the use of phrases like on the other hand, however and whereas as connectives for contrasting ideas.

 Last is the conclusion of the letter. Now, you could call the conclusion as a backbone of letter writing. After all, the last words stick to the mind like glue. Hence, touch on the key points briefly and summarise. Look at the following examples:

 Example 1:

 I hope my letter has convinced you to consider opening an after school club. You would want your students to achieve greater heights, wouldn't you?

 Example 2:

 Looking at the various advantages of an after school club such as enhancing creativity, improving social skills, learning to share, and most importantly, believing in the kid's potential, it can be safely assumed that after school clubs are a must-have. There are other ideas that I would like to discuss. Hope you think it over and come back with a positive answer. 

 In the second example, the key ideas are summarised and the ending politely persuades the reader to listen to you. Surely, you can make out the difference, right? Use phrases such as To sum up/In short/I look forward to/Hope you would consider a discussion/Should you need further information/you know where to find me/I would be happy to discuss, etc.

 Final Salutation:

 Finally, sign off with: 

(In cases where you know the name of the person you are writing to)

Yours sincerely, 

Jane Doe 

OR

(In cases where you do not know the name of the person you are writing to)

Yours faithfully, 

Jane Doe 

 In formal letters, consider writing complete name and not just the first name. 

 Key takeaways:

•  Use formal language 
• Use full verbs and not contractions (use would not instead of wouldn’t)
• Use standard and advanced vocabulary (using phrases mentioned in the content above)

Let's encourage everyone to preserve the art of letter writing. 

Do you feel the need to persuade someone for something from time to time? How do you do that? Imagine, your favourite theme park has finally opened in your city, but it is miles away. What is worse? The first five hundred visitors get a free pass to any three rides of their choice. But it is a school day. How do you get your parents to take you there? 

The key lies in the language that you use. Be it for an individual or a group of people, the art of persuasion through language is both subtly and overtly used. Let’s look at some examples below: 

1.     Rhetorical questions:

Did you know that a question is always more effective than just a plain statement? Did that make you think? Would you have had the same reaction if it was just a sentence? Are you imagining questions that could be more effective than simply stating the facts? Now do you agree that a plain statement is only passively telling you something without eliciting an action? (Do you also see how the reader has been mildly manipulated by these questions above?)

Reread the last paragraph. Do you see how questions are better than statements? It’s all about rhetorical Questions. They are questions that have obvious answers and it is the author’s way of getting a particular answer from the readers:

I think The Sandcastles is the best fair in the country.

Don’t you think that The Sandcastles is the best fair in the country?

Which according to you sounds better? Or yet, which will elicit the more favourable answer?

2.     Alliteration:

A melting pot of common and complex cultural cuisines that has a contagious effect on everyone that comes close and is constantly calling out to new connoisseurs.

The cry of a helpless puppy in distress can melt even the coldest heart. Warm up your home this winter by adopting a stray.

Did you have a second look at the above examples? Has anyone ever told you to make your language more beautiful, more flowery? Some writings catch more attention than the others. Undisputedly, metaphors and alliterations are at the centre of it. Attract viewers by adding beauty and attractiveness to your pieces. They are the highlights of any writing. They create a rhythm almost like music. Add some emotions to your sentences to bring home the point.

3.     Direct address: 

Imagine this: In a classroom, the teacher needs a volunteer to put up the decorations for the upcoming fair. 

She says, “Would anyone like to volunteer their time this afternoon?”  

How many of you will raise your hands? 

What if she said this? “Would you like to volunteer this afternoon?” addressing a particular student. 

Now, would it be possible for the said pupil to say ‘no’? 

Direct address is another effective persuasive method that compels people to take the necessary action. It is all about the psychology of our minds, and all you need to know is that when you point out to a particular person, he/she is more likely to do it than when generally addressing a group of people.

4.     Statistics

Precise statistics and facts are another method to prove your point. It is a fact. It has been proven by established organisations. There can be no dispute regarding the factuality of it. So, use them while making a point:

In the UK alone, the average age of death of homeless people is 43-45 years old.

Advertisements on flyers are likely to attract 26% more customers than those on physical newspapers.

Do you see how precise statistics and facts are more attractive to the readers than simply stating something with vague ideas? Numbers look good on any kind of persuasive genres.

 5.     Rule of three or triples:

Thus, it is established that using the outdoors during a lesson can open the minds to new ideas, break the monotony of a walled classroom and give you a fresh perspective on the same topic.

The Summer School Fair will be fun, educational and memorable.

Three words or three ideas together will emphasise a point and make it memorable. Triples carry an idea forward with more gravity. They reinforce the point and make it sound good at the same time.

 That’s it for today! Now do you feel more confident about your writing techniques? Next time you want to subtly (or overtly) persuade someone, slip in these techniques and create magic!

Are we not all envious of those who can make us smile and wonder at every word of their writing? Adept writers adopt charming twists and turns to hook readers’ attention. It is that perfect combination of meaty content and interesting presentation that wins you the million dollar heed of audiences.

Here we discuss a few handy techniques that can make one want to read more and more of what you write.

1. Humour

What intense knowledge can’t, probably the comic can. People love to be tickled with the witty, wacky, silly, satirical, ironical, amusing, hilarious, exaggerated and the like.

You can jostle the funny bone of your readers by writing something similar to the below examples:

‘Finally, the slaughterer took all his arms and ammunitions out, all ready-get-set-go to do the ACT!’ (Going to the dentist)

‘When the world can ban child labour, why can’t I be spared this menial work? After all, Tom bought me just a year back.’ (Story from the point of view of a school book bag)

2. Novel Figurative Expressions

No one appreciates the mundane and commonplace. Clichéd sentences may peeve your readers, driving them to distraction. ‘As green as emerald’, ‘as fast as light’, ‘the sun smiled’, ‘the wind howled’ etc. now seem time-worn and trite.

 One may try a hand at innovative, outlandish figurative techniques – no matter the subject is animate or inanimate.

 ‘For all my power, I aimed being an omnipotent, omnipresent and omniscient pair of eyes, like God’s, you know.’ (Story with the given title – A pair of binoculars)

‘Mr. Incredible for all his flaws and foibles was a man of marvels and miracles.’ (Story from the point of view of another character – Mr. Incredible or Elastigirl)

3. References to current affairs or relevant social events

A well-researched, factual write-up is grounded in its immediate social reality. Every writer belongs to a certain cultural, economic, political and social milieu which reflects through his writing.

 Contemporary affairs make writing authentic and credible.

 ‘Education has always been all-important for children in our country. The Duchess of Cornwall’s recent article in the Sunday Express implores parents ahead of the World Book Day to ‘read to….children every day of the year.’  (A letter to your cousin about a child's life in England.)

 ‘We are aware of the University and College Union strikes making a great uproar out there. I hope the government intervenes to settle the agitation which is affecting student life in major ways.’ (Letter to elder sibling studying at a university, who can only visit home in school holidays.)

4. Punchy sentences

Never bombard the readers with hackneyed information. Even if you’ve thoroughly researched a topic, present the facts in a comprehensible manner. So is it with words. Fascinating vocabulary is desirable in writing; yet, remember never to overwhelm your sentences with unnecessary words. Sentences should be short, crisp and never draggy.

However, this is just the basic rule. The next step to cracking catchy sentences is to add the much wanted powerful punch. It could be your striking diction, sentence construction, literary technique, or a unique idea around which the whole sentence is framed.

‘This story is going to refute the time-honoured, established knowledge that camels got their humps due to laziness. The narration unfolds a giant camel, full of sloth, achieving the massive victory of being the most active creature on Earth.’ (Story that has in it: a giant, a sloth and a victory)

5. Expressive, candid narrator

To get the ball rolling in a write-up, you need a communicative, involved narrator. It could be a first or third person speaker, an animal, a bird or an object. The narrator must be so dynamic and animated that he enthuses your writing with a new found excitement for the readers.

 His creative energies must flow unstoppably:

‘This Sleeping Beauty was no damsel in distress; she took charge and broke the enchantment all by herself.’ (Story with a given title – The Sleeping Beauty)

“Phew! How the library staff cruelly thrusts me on jam-packed shelves,” thought the book which had just been forcibly shoved on the shelf. (Describe a library)

Incorporate these five tactics in your writing and leave a lasting impression on your audience. You can explore more such possibilities for creative play.

What is that mysterious quality that makes certain lines truly memorable? Why do we remember and cherish those opening words of Marc Antony’s speech so well?“Friends, Romans, countrymen, lend me your ears” (William Shakespeare’s Julius Caesar). Antony’s character is legendary for his great oratorical skills. He is able to mesmerize the audience with words that make an immediate impact.

Let’s try to grapple today with the fine art of the rhetoric. It is essential in persuasive writing with students being continually asked to frame rhetorical questions.

Here lies the answer to their immense significance: rhetorical questions are forceful assertions in favour of your argument. They reinstate your cause loud and clear. You may quote statistics, reproduce a famous maxim, rely on universal truism or use some other technique to make your audience consent to your argument.

Rhetoric is a proclamation. Different from traditional sentences, it carries the add-on advantage of sounding more confident. It is the writer’s declaration that something is really the case. The audience is jolted off their comfort zone and urged to heed to what is being delivered.

Therefore, it is important to design your rhetorical questions with utmost creativity. Essentially, oratorical in nature, rhetorical questions must sound well prepared, yet natural. These should be crafted skillfully, sound inspirational, yet connect you with your audience in a tie of intimacy.

Let’s try a hand at some of the techniques of the rhetoric one by one.

1. Statistics: Appalling figures may convey what words cannot. Numbers are always remindful of an abject state of affairs. They ring a bell in the mind of the listeners/readers, as well as substantiate your write-up with well researched data. Here are some examples to assist you in quoting statistics as rhetorical questions.

Do you know that one million children around the world have been diagnosed as malnutritioned by WHO?

Does it surprise you that 25% of the cases registered for eye weakness in children owe to overuse of gadgets?

2. Maxim: Established sayings win sure shot credibility. A maxim is a simple-to-repeat line, quote, rule or advice aiming an individual’s betterment. It is highly motivational and thought provoking in character. For the purpose of your writing, you need to pick a relevant maxim and tweak it to your end.

Isn’t ‘Nothing ventured, nothing gained’ a well acknowledged truth?

Why aren’t children encouraged to participate without giving a thought to victory first?

3. Universal truism: Let’s now return to the folds of collective knowledge. Generally accepted truths give your answer an edge. Bank on truism and turn it craftily into rhetorical questions.

 Isn’t a decent lifestyle the birth right of every being born on the face of Earth?

4. Quotes: You can always chant the wise words of renowned men, adding a twist of rhetoric to them.

‘Do more than belong: Participate; Do more than believe: Practice; Do more than dream: Work.’ Why do parents forget this age old wisdom to instill in kids an acquisitive attitude?

5. Arresting questions: The last of our tactics seeks to directly relate to your audience. In a one-on-one encounter, you can probe them with regards to the matter at hand.

 Did you plant a tree this year? Are you caring enough for Mother Nature?

 What does it really take to be grateful for a favour, apologize for a mistake and request for an act of kindness? Probably, just ethics!

Hope you utilize the above strategies to formulate rhetorical questions in your persuasive write-ups. Depending on which suits a case the most, choose a trick which garners maximum notice from your audience.

Changing someone’s mind is easier said than done. You need to take out every tool in your persuasive kit to ensnare the reader in the net of your rhetoric. We are already familiar with the requisite ingredients of persuasive writing: rhetorical questions, facts, statistics, anecdotes, inclusive language, emotive language etc. But how many of these do we actually use? Time and again, we come across students picking some at the heavy expense of others. On the other hand, students who ace their creative writing exams give equal emphasis to all the persuasive tools. They know that variety flavours the art of persuasion. Where one technique might fail to impress the audience, the others will surely have them nodding along.

Today’s post is a discussion of such five persuasive techniques that often find themselves on the margins of student writing. Without further ado, let’s begin with the first one on our list.

1. Topic Statement

No, it is not the title of your essay. And no, it is not the summary of your essay. A topic statement is like (key word) a sub-heading for a paragraph, but unlike a heading or sub-heading, it is written in complete Standard English sentences. What is its purpose? To give the reader an idea of what to expect in the paragraph. Typically the first sentence in a paragraph, the topic statement is then elaborated and explained in the subsequent lines.

We know the golden rule for writing: one paragraph for one idea. Often in the mad rush of meeting deadlines, we forget this commandment. The result is a potpourri of ideas: scattered and scrambled. A topic statement gives shape and unity to the paragraph. As a constant reminder, it prevents the writer from going off the track.

Here are some examples:

There are several ways in which plastic bags contribute to the degradation of our      environment. (Topic statement)

First and foremost, plastics release harmful chemicals into the soil and water. (Elaboration)

Taking calculated risks is the secret of a successful venture. (Topic statement)

But a natural fear of the unknown makes people averse to taking risks. (Elaboration)

2. Hyperbole

Exaggeration for effect in persuasive writing shows the urgency of an issue: it refuses to be ignored anymore. Hyperbole infuses humour or a breather in what can otherwise turn out to be a sombre-like-a-funeral writing. It is almost always a highlight of A+ writing and has the audience saying, ‘I know what you mean!’

Check out the following examples:

Bullies can sniff out a vulnerable person from a mile away.

Politicians live on another planet; they are clueless about what ails the people.

Ban homework: Let no child be stooped by stacks of books.

When the shape of your body begins to imitate that of a hamburger, it signals the right time to make a move.

3. Counter-argument

How annoying is it to listen to Mr/Ms "I know it all"? A persuasive essay which does not take its opposition into consideration is a lost case. After all you are writing not to flaunt your skills, but to bring the other side to yours. It is reasonable then to anticipate the queries of a sceptical reader. Counter-arguments make your writing powerful and trustworthy. They show that you have done a thorough groundwork and know what you are talking about.

For an effective rebuttal, first acknowledge the counter argument briefly and fairly. Then offer evidence and reasons to the contrary. Remember to change tracks again using a contracting conjunction or phrase (such as but, however, on the other hand etc.)

Below are some phrases to introduce counter-arguments:

 Indeed it can be argued ... But ....

It can be easily proven ... However ...

Of course it cannot be denied ...On the other hand...

But what about ... Surely ...

You may wonder ... It is understandable ...

Our detractors are quick to point out ... Let’s pause and think ...

4. Repetition

Say it not once, not twice, but thrice if needed. Not all repetition is unnecessary. Drilling and droning are good medicines for wandering minds. However, this must be accomplished in subtle and sophisticated ways. Repetition makes your readers convinced about your sincerity as a writer as well as makes them pause for a moment to ponder upon the topic at hand. The significance of the matter under discussion goes several notches high. You can foreground your cause right away and keep accenting it with a resounding echo.

There can be a number of nifty approaches for repetition. Take a look at these examples for better comprehension:

Triples: A call to action may be repeated thrice in different terms.

Act, contribute, save lives. (Topic: A charity event)

Topic: Good Manners are More Important than Good Grades

Grades, grades, grades! Parents seem to want only that and neglect everything else to achieve those golden figures.

Topic: The Fast Food Industry is Responsible for Obesity

Foods made faster. Foods which make you fatter. Foods that satisfy. But, foods which load you with pounds.

5. Emotive Appeal

An appeal to the sentiments always works wonders. The audience understands the earnestness of a drive and in most cases comes to concede with your arguments. It keeps their motivation high to listen about your cause with a patient ear.

Now, your emotional plea can be made using a number of tactics: clichés, statistics, quotes, personal observations, reasoning and many more.

The examples below will help shed more clarity:

Topic: Importance of donation

Charity is a noble calling. (Truism)

“Charity does not like arithmetic; selfishness worships it.” -- Mason Cooley (Quote)

Topic: Should graffiti be legalized?

Art knoweth no bounds. (Personal observation)

Topic: Homework ruining childhood

Do not nip childhood in the bud. Let it blossom, flourish and show its true colours. (Appeal)

Hope this post helps. Surprise your reader or examiner next time with these five, often overlooked, persuasive techniques.