How do you get someone’s attention? How do you hold it for a nanosecond longer? Why should a consumer listen to you? What’s the difference between a feature and a benefit? Does it matter? Where can you find ideas? This full-day course covers essential elements of persuasive writing and includes practical problem-solving, hands-on exercises, and critique. Participants will analyze what works and what doesn’t. They’ll learn techniques that will move them more effectively through strategies and make concepting more productive, drafts stronger, and their final product harder working. This workshop will provide the opportunity to look at and learn from the good, the bad, and those ugly projects we all have to face.