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People are 22 times more likely to remember a story than a set of unconnected facts. Jerome Bruner There is a reason that the Bible is filled with stories. We process stories effortlessly and can [...]

Logic (logos) alone won’t move an audience. We need emotion – the audience need to feel something before they will be persuaded. This is the area of pathos. Ideally, your audience will feel as [...]

Writing is not speaking. What looks good on paper nearly always sounds turgid and long-winded when spoken aloud. You don’t know if what you’ve written is any good until you actually say it. The [...]