Persuasive writing

Persuasive writing 
How to write tactfully and effectively

First you analyse, then you communicate

Successful persuasive writing is a result of two steps. First, you analyse, and then you communicate. Mixing up these steps will not produce a desirable outcome. This workshop will emphasize on analysing, rather than on communication.

Analysis can be done by answering the so-called WWHW-questions: Who is my addressee, what are my goals and objectives, and How and When am I going to fulfil them?

After reflecting on your setting and answering the WWHW-questions, you can build a “PAC”, a pro (in favour) and contra (against) scheme.
A PAC-scheme gives you a rational input for your communication, since it displays the major arguments pro and contra a conclusion, a point of view or an opinion. It displays the arguments pro and contra the major arguments, pro and contra the secondary arguments, and so on. Therefore, a PAC grows like a treelike structure, giving an overview of the arguments used on each level.

Analyse with the WWHW-table

“Easy reading is hard writing” is a well-known and true statement. Hard writing starts with a good preparation. What you should do first is to develop insight into the following WWHW-questions: who, what, how and when. The results of this WWHW-analysis can be presented in a so-called WWHW-table.

Analyse with a PAC-scheme

If you are dealing with a proposition based on various arguments pro and con, then use a “Pro aut contra” (PAC) scheme.
If you write down your arguments in our special PAC-spreadsheet and score them simply with numbers from van 1 to 10, you can calculate whether your proposition should hold one’s own with your opponents. Seeing is believing!


In this workshop, we will use a simple but solid format for texts written for decision makers. The format is based on the –sound– perception that people nowadays have hardly any time to read. Therefore, the order of the text is based on the hierarchy of the information needed. The simple format con

Training or Coaching?

We could train the communication skills, thinking skills and the ability to innovate of individual employees and of teams. We could train them in the use of our heuristics and our tools, to achieve your organization’s goals.

We could coach individual employees on their communication skills, their thinking skills and their ability to innovate. We could coach teams, projects and products on their contribution to the strategic, tactical or operational goals of your organization.
Training and coaching can be combined to your liking.


This course will take four sessions of three hours each. After concise introductions, the participants will be applying the tools on their own cases.


  1. Analyse with the WWHW-table
  2. Analyse with a PAC-scheme
  3. Communicate
  4. Case

Stress test and Master thesis

In advance the participants can send a case to PP, who will Subject the cases to a stress test. The results might be used as a course material.
After the course, the participants can send a second case. That case will serve as a master thesis: PP checks whether the schemes have been properly applied, and whether they will provide added value to the participants’ organizations.


Each coaching program will be composed to the liking of the customer. It might consist of all or of a few elements of the course. Participants can insert their own texts. inbrengen

All the tools are there for you!

For the schemes and the checklist, we provide you useful tools in MsOffice-format.
You can find them as an appendix to the E-Handbook, which we send you well in advance.

More information?

Request a free introductory meeting:
P.P. Verroen
06 54718274

©PP Verroen 2024