Persuasive Writing in Three Steps

Did you know that many comms writers struggle to persuade effectively because they overlook the reader’s WIIFM (What’s In It For Me)? That’s why Jack Appleman dives into the art of persuasive writing in this quick explainer, showing you how to connect with your audience from the subject line onward. With over 25 years of experience, he’ll share how to “show, don’t tell” in your copy so you don’t just move your readers—but you move them to act. Whether you’re crafting emails, pitches or other comms, this refresher will help you captivate and, yes, even convince more readers.