Rhetorical & C2 Structures

Article excerpt · target grammar marked

Yet the most sophisticated CRM strategies share a counter-intuitive feature: they are calibrated as much around not contacting the customer as around contacting them. Over-communication erodes trust faster than silence does.

Grammar Reference · Rhetorical & C2 Structures

Inversion — not only

Not only did Spotify track songs; it also tracked silences. — inverted auxiliary after negative opener

Participle clause

Serving 90 million users, Nubank reshaped credit scoring across a continent. — background information compressed into a fronted clause

Nominalisation

The erosion of trust through over-contact is well documented. — abstract noun phrase replaces a verb phrase as subject

Hedged claim

Restraint tends to outperform volume. — signals analytical caution, avoids overstatement

01Exercise 1 — Form · Write the Correct Form

Rhetorical & C2 Structures

1.Not only Starbucks redesign its app, but it also retrained its entire data team.

2. over 90 million customers, Nubank became the largest digital bank in Latin America.

3.The of dormant accounts costs the company more than the cost of reactivating them.

4.Restraint outperform volume when customers already trust the brand.

5.So did the algorithm perform that users rarely questioned its suggestions.

6.The of contact — how often, through which channel, at what time — determines whether a customer feels valued or harassed.

02Exercise 2 — Transform

rewrite with the new structure

1.The company contacted customers too often and lost their trust.

2.Spotify used three years of data and built a deeply personalised experience.

3.The business ignored dormant accounts and lost a significant revenue stream.

4.Restraint may well be the most data-driven decision a brand can make.

03Exercise 3 — About You

in your notebook

Personalise: complete five sentences about yourself using the target grammar.

Rhetorical & C2 Structures01classplan.ai