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CW-009

The Art of Persuasive Writing: How to Influence and Engage Your Audience

Intensive 5-day course · English, Arabic & European languages

Marketers, business writers and entrepreneurs practise messages intended to influence decisions and prompt action during 5 days. Delegates analyse readers, structure arguments and use storytelling before preparing proposals, pitches and marketing content. Exercises and peer review cover AIDA, calls to action and testing, with adaptation for cultures, global audiences and different written formats.

Classroom

Public courses in our cities

  • 26–30 Oct 2026Dubai£4,200 + VAT
  • 9–13 Nov 2026Barcelona£3,080 + VAT
  • 23–27 Nov 2026Riyadh£4,200 + VAT
  • 14–18 Dec 2026Paris£3,600 + VAT
  • 28 Dec – 1 Jan 2026Doha£4,200 + VAT
  • 4–8 Jan 2027London£3,360 + VAT
Show 23 more dates
  • 18–22 Jan 2027Milan£3,400 + VAT
  • 1–5 Feb 2027Istanbul£2,280 + VAT
  • 15–19 Feb 2027Malaga£3,080 + VAT
  • 8–12 Mar 2027Vienna£3,400 + VAT
  • 22–26 Mar 2027Sarajevo£3,400 + VAT
  • 12–16 Apr 2027Barcelona£3,080 + VAT
  • 26–30 Apr 2027Dubai£4,200 + VAT
  • 10–14 May 2027Paris£3,600 + VAT
  • 24–28 May 2027Riyadh£4,200 + VAT
  • 7–11 Jun 2027London£3,360 + VAT
  • 21–25 Jun 2027Doha£4,200 + VAT
  • 5–9 Jul 2027Istanbul£2,280 + VAT
  • 19–23 Jul 2027Geneva£4,200 + VAT
  • 9–13 Aug 2027Vienna£3,400 + VAT
  • 23–27 Aug 2027Abu Dhabi£4,200 + VAT
  • 13–17 Sep 2027Barcelona£3,080 + VAT
  • 27 Sep – 1 Oct 2027Cairo£2,280 + VAT
  • 11–15 Oct 2027Paris£3,600 + VAT
  • 25–29 Oct 2027Jeddah£4,200 + VAT
  • 1–5 Nov 2027London£3,360 + VAT
  • 15–19 Nov 2027Singapore£4,200 + VAT
  • 6–10 Dec 2027Istanbul£2,280 + VAT
  • 20–24 Dec 2027Muscat£3,080 + VAT

Group discount: 2 delegates 20% · 3 delegates 35% · 5 or more delegates 50%

Can't make these dates? We can run this course for your team on dates that suit you. Ask for custom dates · In-house options

Online (live)

With a trainer, on dates to suit your team

This course can be taught live online by a trainer, in English, Arabic or any European language, for one person or a whole team.

£1,850 + VAT

Group discount: 2 delegates 20% · 3 delegates 35% · 5 or more delegates 50%

Special requests

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The Art of Persuasive Writing: How to Influence and Engage Your Audience

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Course overview

Writing intended to persuade needs a clear understanding of its readers. Their needs, values and pain points influence the message, while tone and voice affect how it is received. Day 1 connects these considerations with the psychology of ethos, pathos and logos through a short paragraph exercise. The programme applies persuasion to marketing copy, proposals, speeches and social media content, supporting decisions, engagement and action.

Structure develops on Day 2. The AIDA model follows Attention, Interest, Desire and Action; delegates use it in an email while examining headlines, opening lines, logical arguments, evidence and storytelling. Proposals and pitches on Day 3 bring a problem, solution and benefits together for clients, investors and decision makers, with data and visuals supporting the argument and a clear request for action.

Marketing practice occupies Day 4. Delegates write advertisements and social posts, examine emotional triggers and power words and use A/B testing to improve content. The closing work addresses objections and counterarguments, cultures and global readership, speeches and presentations, and feedback on writing. Lectures, exercises, cases and peer reviews accompany frameworks and resources. A workbook includes templates and checklists, daily breaks allow Q&A and action plans support further improvement.

Course objectives

By the end of the course, delegates will be able to:

  1. Explain the psychology of persuasion and its application to writing
  2. Structure persuasive messages for effective communication
  3. Develop arguments and calls to action
  4. Use storytelling to engage and influence readers
  5. Adapt persuasive techniques for different formats and audiences

Target competencies

  • Persuasion: logic, emotion and credibility
  • Audience analysis: messages suited to readers
  • Storytelling: engaging, inspiring narratives
  • Calls to action: clear, persuasive requests
  • Adaptability: persuasive techniques across formats

Who should attend

This course suits:

  • Marketers and content creators developing copywriting
  • Business professionals preparing reports, proposals or presentations
  • Entrepreneurs pitching to clients or investors
  • Writers and bloggers seeking reader engagement and persuasion
  • People using writing to influence and inspire

Training methodology

  • Expert-led lectures introduce principles and techniques, with exercises producing persuasive content.
  • Cases analyse successful writing examples and peer-review sessions provide collaborative feedback.
  • Frameworks and resources accompany a workbook containing templates and checklists, with breaks and Q&A scheduled daily.

Daily agenda

  1. Day 1

    Readers and the psychology of persuasion

    • What makes writing persuasive
    • Ethos, pathos and logos
    • Readers' needs, values and pain points
    • Tone and voice in persuasive writing
    • Writing a short persuasive paragraph
  2. Day 2

    Message structure, arguments and stories

    • AIDA: Attention, Interest, Desire and Action
    • Headlines and opening lines that attract attention
    • Logical arguments with evidence, reasoning and conclusions
    • Storytelling for memorable messages
    • Writing an email using AIDA
  3. Day 3

    Proposals and pitches for stakeholders

    • Proposal structure: problem, solution and benefits
    • Writing for clients, investors and decision makers
    • Data and visuals supporting arguments
    • Writing a strong call to action
    • Drafting a 1-page pitch or proposal
  4. Day 4

    Persuasive advertisements and social content

    • Clear, brief and effective advertising copy
    • Social media posts that prompt action
    • Emotional triggers and power words in marketing
    • A/B testing and improvement of persuasive content
    • Writing advertisement copy or a social post
  5. Day 5

    Objections, global audiences and practical applications

    • Addressing counterarguments and overcoming objections
    • Writing for cultures and global audiences
    • Persuasion in speeches and presentations
    • Peer review and feedback on persuasive writing
    • Review of learning and continued-improvement action plans
    • Daily breaks and Q&A
    • Workbook templates, checklists and resources

Certificate

Every delegate who completes the course receives an ARUK Training Certificate of Attendance.

Frequently asked questions

How do I register?

Choose a date and city in the schedule and press Register, or send us an enquiry. Our team confirms your place and sends an invoice.

Are fees shown with VAT?

Fees are shown per delegate and exclude VAT, which is added to the invoice where applicable.

Can this course be delivered for our team only?

Yes. Any ARUK course can be delivered in-house at your premises, in a meeting room we book for you, or 1-to-1.

Is this course available online?

Yes. We run it live online with a trainer, on dates that suit your team, for £1,850 + VAT per delegate.

Is there a group discount?

Yes. 20% for 2 delegates, 35% for 3 delegates and 50% for 5 or more delegates on the same course.

Can the course be delivered in Arabic or another language?

Yes. Our courses can be delivered in English, Arabic or any European language, by a trainer who teaches in that language. Mention your preferred language when you register or enquire.

What certificate will I receive?

An ARUK Training Certificate of Attendance.

Related courses

Register

The Art of Persuasive Writing: How to Influence and Engage Your Audience

Key booking terms (read before you register)
  • The full fee is paid in advance, before the course starts.
  • Cancel in writing 30 or more days before the start date (45 for in-house) for a refund. Later than that, the full fee is payable.
  • No refund for non-attendance or partial attendance.
  • Places are for the named delegate only; another person cannot attend instead.
  • Moving to another date or city is only possible if ARUK agrees in writing.
  • Travel, accommodation and visas are your responsibility. A refused visa does not change the cancellation terms.

booking terms and conditions

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The Art of Persuasive Writing: How to Influence and Engage Your Audience