Whether or not you are aware of it, persuasion is a part of our everyday lives.  Persuasion can be found in television commercials, billboard ads, newspapers, books, magazines, and in countless other public forums. Advertisers are always trying to sell us something, trying to persuade us to believe in their product. 

Not only does persuasion play a large part in buying and selling in our society,but it also plays a role in politics. Politicians are simply really good persuaders or sellers! Congressmen and senators use persuasion regularly to convince colleagues that the bill they want to pass will do some greater good for the American people.  Advertisers and politicians use persuasion to: 

a)To cause (someone) to do something by means of argument, reasoning, or entreaty.

b)To win over (someone) to a course of action by reasoning or inducement.

c)To make (someone) believe something.

Just like the guys up in Washington, when writing an argument, or a persuasive essay, organization is critical.  First one needs to ask, what is the goal of the argument and who is the audience trying to be reached? Once this goal has been established, work can begin! Next, it is important to decide why one is trying to persuade the intended audience (see reasons above).

Next, you guessed it, is how. How can the audience be persuaded? 

In writing a persuasive essay, it is good to ask: what will affect the audience the most? Will they be more likely to agree if the writer uses a good, strong, ethical argument? Will they be moved by an emotional appeal? Or will the evidence be able to speak for itself and convince the audience? Learning which direction to take with the audience will help the writer better convince the listeners. 

If the writer finds that the audience, say, a church or religious group, will be affected most by an ethical argument, the writer will focus on the ideas central to the groups' beliefs. The writer's goal is for the group to have even stronger feelings toward whatever the cause may be after hearing the argument. A good example of an ethical appeal to an audience is a preacher speaking to a group on abolishing abortion. 

If the best way to reach the audience is through emotion, the writer may use an emotional story, real or fictional, to play on the audience's empathy. A good example of an emotional appeal is Martin Luther King, Jr.'s "I Have A Dream" speech.

If the writer decides to use the facts to appeal to the audience, the writer will present relevant, tangible evidence to back up the argument. A good time to use this approach would be when the writer is trying to raise awareness for a disease.

To organize ideas once the writer has decided who the audience is, what the goal of the argument is, and how to reach the audience, he or she may use the following traditional format:

• Introduction
• Narration, or background statement of the facts
• Forecast of the topics to be presented
• Conformation, or the body
• Rebuttal (acknowledge apposing viewpoints, but use them to prove your point)
• Conclusion
• 
  

Now that you are well informed on persuasive writing, it's time to write! Please pick from the following topics, decide your own stance, and begin persuading! 

1. How harshly should professional athletes be treated when found in possession of a drug or when given a d.u.i.?

2. Should an economic bailout plan be passed?

3. To what extent should embryonic stem cell research be used to improve the quality of human life?

4. Should the government have the power to screen all communication, even when the country is not at war?

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