Writing
put the reader in decision-making mode
- "America contributes 1 billion dollars to foreign aid, about the cost of a b-2 bomber"
- this makes the reader think "Hmm, would I trade a b-2 bomber for doubled foreign aid?"
- "each American giving up one soft drink per month amounts to about 1 billion dollars."
- would I gave up one soft drink a month to double foreign aid?