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We all think we are better drivers than average, have an above-average sense of humour and so on; this self-belief may be quite useful in persuading us to start businesses, or indeed get out of bed each morning.
He coaxes us to perform a tightrope act of the imagination, persuading us that we're standing in a hospital or a cathedral using only the power of words and the odd snatch of sound, even as we stare at a sculpture made from a pile of rubbish.
Charities have their work cut out persuading us to open our wallets.
And moreover, he saves us by persuading us that it's not all about us.
But they're nowhere near persuading us that what we produce needs a fundamental change in nature.
However, they don't succeed in persuading us that this is actually true.
They are often given away for free in the hope of persuading us to signing lucrative service contracts.
As Coco the Monkey, you've been persuading us to eat Coco Pops cereal in TV ads since 1986.
They do so, too, by persuading us to be "moderate"; Blake, however, was not enamoured of the third way.
After footslogging round Washington, Browder succeeded in persuading US Congress to pass a groundbreaking Sergei Magnitsky law.
Persuading us to don a sleeping-mask, he then asks us to remember specific moments in our recent past.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com