English Language Writing Skills

By Danso Kwasi Nti Samuel (DAS). Study the complete course source, examine every model and practise alongside Professor Jarvis.

Course printed page 277 PDF page 283 of 505

For tables, matching columns, IPA and original formatting, open the course PDF above.

6. Benefits Over Features

Emphasise the benefits of the product or service rather than just listing features. Explain

how it can improve the audience's life or solve a problem they have.

Examples: Achieve your fitness goals faster with our app's personalised workout plans. The

app offers a variety of workout routines designed by certified trainers.

   7. Emotional Appeal

Use emotional triggers to connect with the audience. This could include happiness, fear,

excitement, or a sense of urgency.

Examples: Imagine the joy of fitting into your favourite jeans again or feeling confident in

your swimsuit. Our app not only helps you lose weight but also boosts your self-esteem and

overall happiness. Don't let another day go by without feeling your best.

   8. Social Proof

Include testimonials, reviews, or endorsements from satisfied customers or experts. Social

proof builds credibility and trust.

Example: “After trying several fitness apps, this one is by far the best. I lost 20 pounds in 3

months!” Jane D.

“Highly recommend this app! The trainers are amazing, and the community support is

incredible.” Mark S.

Rated 4.8/5 by over 10,000 users.

   9. Call to Action (CTA)

Clearly instruct the audience on what to do next. Use strong, action-orientated language such

as "Buy Now," "Sign Up Today," or "Learn More."