the end And that's it! Or rather it isn't. This book has merely scratched the surface of persuasive writing. More detail on all this content can be found on the web and in a range of books, so get reading. In the Appendices, there's a summary of the rules, some alter- natives to supersized words, some useful tools and a worked example of the seven-step concise writing process. Finally, if you take away nothing else from this book, remember these two points: Persuasion ­ the Dark arts Reader Response equals Result and