24/07/2008The Structure of Persuasion 7th November

This is a three hour session aimed at account people and creatives who'd like to be better equipped to write any form of communication in their agency. Although designed for people who've been in the advertising and marketing business for less than 8 years, people from all backgrounds will benefit. The session starts by examining a piece of work you've done to a brief, and goes on to develop a theory of structure that underpins all persuasive writing. Using examples from David Abbott and Richard Foster, we build a theory of structure you can use in any area of written communication. Finally we road test it by giving you a chance to write a Sun editorial on a topic close to your heart.