Text, meaning, joy – written ways to greater impact

Non-fiction writing for a broad audience is different from conventional academic writing in a number of ways. The handling of openings, facts, quotes, endings, pronouns, general approach – and many other aspects of writing – change when the general public is addressed. How could you get your message across in a more appealing manner, and attract more readers?

In this talk Magnus Linton, non-fiction writer and editor at the Institute for Futures Studies, outlines crucial points in his book Text and Style – on the use of science in storytelling.