Understanding the rhetorical concept of kairos can help hit the mark with appropriately zingy text

From the article:

Words that Zing

When someone consults a website, there is a precious opportunity not only to provide useful information but also to influence their decision. To make the most of this opportune moment, we must ensure that the site says or does precisely the right thing at precisely the right time. Understanding the rhetorical concept of kairos can help us craft a context for the opportune moment and hit the mark with appropriately zingy text.

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~ by WPA Staff on February 9, 2010.

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