Dwight Swain – feelings

« Feelings tell you what to say. Technique gives you the tools with which to say it. Faculty lies in knowing what to do next. To know what to do next, you must master process … an ordered step-by-step presentation of materials that presses emotional buttons in your reader, so he feels the way you want him to feel. » ~Dwight Swain – Techniques of the Selling Writer

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