1. Brief insights from author Simon Hertnon, compiled
specially for Ko Awatea from his forthcoming
book, The Price of Words.
Compiled specially for:

2. 2 | System
principles for success
2.1 The purpose of communication
2.2 Persuasion is a 3-ball juggling act
2.3 Correctness isn’t enough
2.4 One size doesn’t fit all
2.5 Tailor, starting with readability

3. 2.1 The purpose of communication
we communicate to…
Convey information
Share information
Transfer information
Be understood

4. 2.1 The purpose of communication
we communicate to…
Convey information
Share information
Transfer information
Be understood
To ‘persuade’ someone to do something.

5. 2.2 Persuasion is a 3-ball juggling act
it’s not a new game
Ethos (credibility, character)
Logos (reasoned argument)
Pathos (emotional appeal)

6. 2.3 Correctness isn’t enough
correctness isn’t enough
Thoroughness isn’t enough.
Reputation isn’t enough.
Your job title isn’t enough.

7. 2.3 Correctness isn’t enough
Correctness

8. 2.3 Correctness isn’t enough
‘Persuasiveness’
Affordability
Usefulness
Correctness

9. 2.4 One size doesn’t fit all
NEWS FLASH
we’re all different
We have different capabilities.
We learn differently.
We have different needs and expectations.
We have different attitudes.
We have different personalities.

10. 2.5 Tailor, starting with readability
tailor your messages
Attractive
Concise
Readable