Writing for Impact: 8 Secrets from Science That Will Fire Up Your Readers' Brains

What good will it do to skillfully craft a written argument if you lose your audience? Simple emails, formal reports, blogs, presentations, articles—they need punch to gain influence. Clear structure and logic alone won’t do. To engage readers, you need to make mentally stimulating choices in language—choices that electrify your readers’ mental hotspots.

Veteran journalist Bill Birchard reveals the s...