Learn persuasive writing techniques to influence readers, build strong arguments, use evidence, and refine tone. Develop clarity, confidence, and critical thinking to communicate ideas convincingly in academic and professional contexts.
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Intermediate
10 Students 
5 hours, 15 minutes 
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The Persuasive Writing course develops strong skills in Argument, Audience awareness, and Tone control, helping learners master Rhetoric and Emotive language. It teaches how to use Evidence and Opinion ethically to Influence readers. With clear Structure and powerful Call to action techniques, students build impactful communication strategies for modern writing.
Through a structured curriculum, learners explore Personal Journey of Writing and identify what writing style suits their personality. The course strengthens persuasive skills by blending Argument, Rhetoric, and Evidence. It emphasizes Audience engagement, Tone refinement, and Emotional language to improve Influence and create compelling, structured communication for real-world application.
Advanced sections such as Headlining, Organizational, Action, and Email Copywriting Formulas refine persuasive structure and Call to action techniques. Expert Q&A sessions with Forbes contributors provide real insights into Argument, Audience targeting, Tone, and Rhetoric. Learners strengthen Opinion-based writing using Evidence, Emotive language, and strategic Influence for professional success.
Learners complete an assignment designed to evaluate their understanding of the course content. The assignment is reviewed by qualified tutors who provide personalised feedback, allowing learners to demonstrate their applied knowledge and skills.
After completing the Persuasive Writing course assessment, you will be eligible to receive a CPD-accredited certificate worth £9 from One Education to demonstrate your achievement.
The certificate is also available as a printed hard copy delivered by post for £15.
Why Study This Persuasive Writing course? Strong persuasive writing skills are highly valued in marketing, business communication, and digital media. This course helps learners understand how to influence audiences effectively through clear arguments, tone, and structured messaging.
Studying persuasive writing enhances critical thinking and communication abilities needed for advertising, content creation, and professional correspondence. It enables learners to craft compelling messages that engage readers, build trust, and drive meaningful action across different platforms.
The Persuasive Writing course has a total study time of 5 hours and 15 minutes. Learners can complete the programme at a flexible pace, allowing them to study in focused sessions that fit conveniently around their personal schedule and commitments.
Requirements for the Persuasive Writing course are simple and suitable for beginners interested in improving communication and writing skills. A basic understanding of English grammar, reading, and sentence structure is helpful. No prior experience is required, and the course is fully online with flexible, self-paced study options.
It is writing that tries to convince the reader to agree with a point of view or take action.
In advertisements, essays, speeches, emails, and marketing content.
Strong arguments, emotional appeal, facts, and clear structure.
Repetition, rhetorical questions, evidence, and persuasive language.
It helps influence opinions and encourage decisions or actions.
| Section 01: Introduction | |||
| Introduction | 00:05:00 | ||
| Section 02: The Personal Journey of Writing | |||
| Introduction to the Personal Journey of Writing | 00:01:00 | ||
| Are you a Writer? | 00:01:00 | ||
| You’re an Observer of Life | 00:01:00 | ||
| You’re Always Analyzing This…and That | 00:01:00 | ||
| You Live to Write Another Day | 00:01:00 | ||
| You Have Doubts | 00:01:00 | ||
| You have an Ongoing Love Affair with Books | 00:01:00 | ||
| You’re a Lifelong Collector of Tales | 00:01:00 | ||
| You Need Space | 00:01:00 | ||
| What Defines a Writer? | 00:01:00 | ||
| Constancy or Committed | 00:01:00 | ||
| Tenacity and Determination | 00:01:00 | ||
| Hunger and Passion | 00:01:00 | ||
| A Missive or Tenor | 00:01:00 | ||
| Section 03: What Kind of Writing Suits Your Personality | |||
| Introduction to the Kind of Writing Styles that Suit Your Personality | 00:03:00 | ||
| The Closet Writer | 00:02:00 | ||
| The Eternal Writer | 00:02:00 | ||
| The Hesitant Writer | 00:02:00 | ||
| The Innovative Writer | 00:01:00 | ||
| The Inspired Writer | 00:01:00 | ||
| The Literate Writer | 00:02:00 | ||
| The Logical Writer | 00:01:00 | ||
| The Savvy Writer | 00:02:00 | ||
| Section 04: The Exceptional Writing Journey | |||
| Introduction to the Exceptional Writing Journey | 00:01:00 | ||
| Perspectives of the Exceptional Writer | 00:01:00 | ||
| Worst Case Scenario | 00:01:00 | ||
| Don’t be a People Pleaser | 00:01:00 | ||
| Writing is for an Audience of One | 00:01:00 | ||
| Writing in your Own Voice is Crucial | 00:01:00 | ||
| Your Own Created Space | 00:01:00 | ||
| Avoid Pretense | 00:01:00 | ||
| Section 05: How to Become an Exceptional Writer | |||
| Introduction to becoming an Exceptional Writer | 00:01:00 | ||
| Importance of Reading | 00:01:00 | ||
| Define your Audience | 00:01:00 | ||
| Get Inspired | 00:01:00 | ||
| Write Daily | 00:01:00 | ||
| Rewrite | 00:01:00 | ||
| Challenge Yourself | 00:01:00 | ||
| Section 06: Keys to Exceptional Writing | |||
| Introduction to the Keys to Exceptional Writing | 00:01:00 | ||
| Don’t be Obsessed with Grammar | 00:01:00 | ||
| Conquer the Art of Description | 00:01:00 | ||
| Limit Background Information | 00:01:00 | ||
| Be Relatable | 00:01:00 | ||
| Take Risks | 00:01:00 | ||
| Writing is Telepathic | 00:01:00 | ||
| Be Serious | 00:01:00 | ||
| Set Deadlines | 00:01:00 | ||
| Re-Evaluate Your Work | 00:01:00 | ||
| Feel Good and Be Good | 00:01:00 | ||
| Section 07: Exceptional Writing Deterrents | |||
| Introduction to Exceptional Writing Deterrents | 00:01:00 | ||
| A Lackadaisical Attitude | 00:01:00 | ||
| Feeling Entitled | 00:01:00 | ||
| Romanticizing the Writing Craft | 00:01:00 | ||
| Fearing Marketing | 00:01:00 | ||
| An Unreasonable Timeline | 00:01:00 | ||
| Expecting an ‘Easy-Bake’ Outline | 00:01:00 | ||
| Writer’s Envy | 00:01:00 | ||
| A Need for Approval | 00:01:00 | ||
| Section 08: Practical Guide to Persuasive Copywriting | |||
| Introduction to the Copywriting Sections of the Course | 00:02:00 | ||
| Section 09: Headlining Copywriting Formulas | |||
| Introduction to Headline Copywriting Formulas | 00:01:00 | ||
| “Who Else Wants…” Formula | 00:01:00 | ||
| “The Secret of…” Formula | 00:01:00 | ||
| The “Method, Target and Benefit” Formula | 00:01:00 | ||
| “Little-Known Ways to…” Formula | 00:01:00 | ||
| “Get Rid of [Problem] Once and For All” Formula | 00:01:00 | ||
| “Here’s a Quick Way to [Solve a problem]” Formula | 00:01:00 | ||
| “Now You Can Have/Do Something Desirable/Great Circumstance” Formula | 00:01:00 | ||
| The “[Do something] Like [World-class example]” Formula | 00:01:00 | ||
| The “[Have a /Build a]… You Can Be Proud Of” Formula | 00:01:00 | ||
| The “What Everybody Ought to Know About______” Formula | 00:01:00 | ||
| The “[number] [item] [persona] Will Love (Hint: [statement])” Formula | 00:02:00 | ||
| The “How To [action] When [statement]: [persona] Edition” Formula | 00:01:00 | ||
| The “[persona]-Friendly Guide To [activity] (statement)” Formula | 00:01:00 | ||
| The “Why I Got [action]: Every [persona] Should Be Aware Of [statement]” Formula | 00:01:00 | ||
| The “[number] Ways To [action] Your [blank] Without Having To..” Formula | 00:02:00 | ||
| The “[number] Signs [action] (Don’t Worry: [statement])” Formula | 00:01:00 | ||
| The “[action] for [time] [result]” Formula | 00:01:00 | ||
| The “Even The [persona] Can [action] [statement]” Formula | 00:01:00 | ||
| The “[power word] Your [persona] At [activity] [result]” Formula | 00:01:00 | ||
| The “We [verb] [object]: Here’s What We Learned” Formula | 00:01:00 | ||
| Section 10: Organizational Copywriting Formulas | |||
| Introduction to Organizational Copywriting Formulas | 00:01:00 | ||
| The AIDA: Attention, Interest, Desire, Action Formula | 00:02:00 | ||
| The PAS: Problem, Agitate, Solution Formula | 00:03:00 | ||
| The IDCA: Interest, Desire, Conviction, Action Formula | 00:02:00 | ||
| The ACCA: Awareness, Comprehension, Conviction, Action Formula | 00:03:00 | ||
| The AIDPPC: Attention, Interest, Description, Persuasion, Proof, Close Formula | 00:04:00 | ||
| The AAPPA: Attention, Advantage, Proof, Persuasion, Action Formula | 00:05:00 | ||
| The PPPP: Picture, Promise, Prove, Push Formula | 00:04:00 | ||
| The QUEST: Qualify, Understand, Educate, Stimulate/Sell, Transition Formula | 00:05:00 | ||
| The AICPBSAWN Formula | 00:04:00 | ||
| The PASTOR: Problem, Amplify, Story, Transformation, Offer, Response Formula | 00:03:00 | ||
| The FACE: Familiar, Audience, Cost, Education Formula | 00:03:00 | ||
| Section 11: Action Copywriting Formulas | |||
| Introduction to Action Copywriting Formulas | 00:01:00 | ||
| The TPSC: Text, Placement, Size, Color Formula | 00:02:00 | ||
| The Elements of an Offer Formula | 00:02:00 | ||
| The RAD: Require, Acquire, Desire Formula | 00:02:00 | ||
| The “I Want Button” Formula | 00:01:00 | ||
| The “Get…Formula” | 00:01:00 | ||
| Section 12: Email Copywriting Formulas | |||
| Introduction to Email Copywriting Formulas | 00:01:00 | ||
| The Report Formula | 00:02:00 | ||
| The Data Formula | 00:01:00 | ||
| The How-To Formula | 00:02:00 | ||
| The Inquiry Formula | 00:01:00 | ||
| The Endorsement Formula | 00:02:00 | ||
| The This/That Formula | 00:01:00 | ||
| The Shorty Formula | 00:01:00 | ||
| Section 13: Q&A with Renee Sylvestre-Williams (Forbes Contributor) | |||
| Q&A Introduction to Renee Sylvestre-Williams | 00:02:00 | ||
| Meet Renee | 00:01:00 | ||
| Renee’s Hobbies and Interests | 00:03:00 | ||
| The Evolution of Renee’s Work Life | 00:01:00 | ||
| Renee’s Passion for Writing | 00:08:00 | ||
| Content Strategy as a Career Path | 00:01:00 | ||
| The Implications of SEO and Keywords | 00:01:00 | ||
| How does a Writer go Viral? | 00:01:00 | ||
| Ranking Content in Search Engines | 00:01:00 | ||
| Getting Published | 00:02:00 | ||
| Press Distribution (PR Web, PR Newswire) | 00:02:00 | ||
| Renee’s most Memorable Experiences | 00:01:00 | ||
| Renee’s Sources of Inspiration | 00:01:00 | ||
| Written vs. Video Content | 00:01:00 | ||
| Thoughts on Paid Advertising | 00:01:00 | ||
| Components of Good Quality Web Content | 00:01:00 | ||
| Deciding on a Topic or Subject | 00:01:00 | ||
| Does Tone Matter? | 00:02:00 | ||
| Are CMS’ effective? | 00:01:00 | ||
| Gauging Success | 00:01:00 | ||
| How to Promote Content | 00:01:00 | ||
| Blog Post vs. Article | 00:02:00 | ||
| Content Writing vs. Copywriting | 00:01:00 | ||
| Making Content Unique | 00:01:00 | ||
| What is Writer’s Block? | 00:04:00 | ||
| Does Writing Get Repetitive? | 00:03:00 | ||
| Renee’s Passion for Reading | 00:04:00 | ||
| What is “Storytelling”? | 00:07:00 | ||
| Mechanics of Strategy | 00:05:00 | ||
| Is Blogging Lucrative? | 00:01:00 | ||
| Renee’s Role as a Finance Columnist | 00:04:00 | ||
| Renee’s Professional Hurdles | 00:02:00 | ||
| Content Strategy for Big vs. Small Brands | 00:02:00 | ||
| Five Strengths and Weaknesses as a Content Strategist | 00:04:00 | ||
| Handling Feedback and Criticism | 00:01:00 | ||
| Working as Part of a Team vs. Independently | 00:01:00 | ||
| Introvert vs. Extrovert | 00:01:00 | ||
| Finding Inspiration for Content | 00:01:00 | ||
| Renee’s Career Aspirations | 00:01:00 | ||
| Advice for Aspiring Writers | 00:01:00 | ||
| Going back in Time | 00:01:00 | ||
| Top Three Content Marketing Strategies for Long-term Growth | 00:01:00 | ||
| Thoughts on Google Trends | 00:02:00 | ||
| Targeting a Global Audience | 00:01:00 | ||
| Ethically Policing Social Media Content | 00:02:00 | ||
| Sparking Curiosity with the First Sentence | 00:02:00 | ||
| Thoughts on Infographics as the new King of Content | 00:03:00 | ||
| Social Media, Email. & SEO for Driving Sales | 00:01:00 | ||
| The Importance of Research before Publishing | 00:02:00 | ||
| Defining a Call-to-Action | 00:01:00 | ||
| Ideal Length for Content | 00:02:00 | ||
| 10 Words that Trigger an Emotional Reaction | 00:02:00 | ||
| Importance of Crediting a Source | 00:03:00 | ||
| Section 14: Q&A with Matthew Rolnick (Forbes Council Member & Columnist) | |||
| Q&A Introduction to Matthew Rolnick | 00:03:00 | ||
| Matthew Rolnick: Contributor and Council Member at Forbes | 00:01:00 | ||
| Matthew’s role as VP of Sales at Yaymaker | 00:01:00 | ||
| Matthew’s main area of Focus as a Content Writer | 00:01:00 | ||
| Hooking your Reader, as a Writer | 00:01:00 | ||
| Defining “Copywriting” | 00:01:00 | ||
| Persuasive Writing Tips for Selling | 00:01:00 | ||
| Examples of Effective Copy | 00:02:00 | ||
| Building an Emotional Connection with the Reader | 00:04:00 | ||
| Defining a “Call-to-Action” | 00:02:00 | ||
| The importance of a Headline and Examples | 00:03:00 | ||
| Tips on writing News Worthy articles | 00:01:00 | ||
| 10 Keyword Formulas that Trigger a Response | 00:01:00 | ||
| Writing “Viral” Content | 00:03:00 | ||
| Defining AIDA & Examples | 00:03:00 | ||
| Elements of an Offer with High Conversion Rates | 00:02:00 | ||
| The Effectiveness of Deep Discounts in Copy | 00:01:00 | ||
| Defining Social Proof and Use Cases | 00:03:00 | ||
| The Concept of “Scarcity” & “Urgency” in Copy | 00:01:00 | ||
| Using the “Storytelling” Approach in Copy | 00:02:00 | ||
| The Importance of Building Reader Profiles | 00:02:00 | ||
| Building a Relationship in less than 200 Words | 00:01:00 | ||
| The “PAS” Copywriting Formula – Problem, Agitate, Solution | 00:01:00 | ||
| The “IDCA” Copywriting Formula – Interest, Desire, Conviction, Action | 00:02:00 | ||
| The “ACCA” Copywriting Formula – Awareness, Comprehension, Conviction, Action | 00:01:00 | ||
| The “FAB” Copywriting Formula – Features, Advantages, Benefits | 00:03:00 | ||
| The “4 P’s” Copywriting Formula – Promise, Picture, Proof, Push | 00:02:00 | ||
| Additional Writing Tips from Matthew Rolnick | 00:09:00 | ||
| Assignment | |||
| Assignment – Persuasive Writing | 00:00:00 | ||
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