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?