How to Make an IMPACT by Jon Moon

Author:Jon Moon [Moon, Jon]
Language: eng
Format: epub
Publisher: Pearson Education Limited
Published: 2013-08-02T04:00:00+00:00

You need to ask your questions properly to get all these benefits. If you were to ask about the cheap compact ‘Is it easy to use?’ and ‘Is it expensive?’, you would get a tick for the first question and a cross for the second, even though both are good news for potential purchasers. Readers would struggle to get a visual overview from the patterns of ticks and crosses. Instead, ensure you phrase all your questions as positives, e.g. ‘Is it cheap?’.

Before moving on from cameras, let’s look at two other layouts we could have done – a table of pros of cons (Figure 4.3), and a table of numbers that rank (Figure 4.4).

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