The goal of persuasive writing is to move the reader to action or to get the reader to refrain from action, and most of the secrets of persuasion can work either way. To get readers to take action, a writer has to appeal to the emotions as much as possible. To get readers to refrain from action, a writer must appeal to the intellect. The secrets include: (1) write to express, not impress; (2) simplify, simplify, simplify; (3) use short sentences; (4) appeal to the senses; (5) use action verbs and active voice; (6) keep subject and verb close together; (7) pay attention to sounds; and (8) calculate the percentage of power words to nonpower words. Power words improve the effectiveness of writing. (A chart listing power and nonpower words and a sample calculation of a power index is included.) (RS)