1. What is Persuasive Writing?
Definition: persuasive writing…
seeks to convince its readers to embrace the point-of-view presented by appealing to the audience’s reason and understanding through argument and/or entreaty.
First, let’s establish what we mean by persuasive writing.

2. Persuasive Genres You encounter persuasion every day. TV Commercials
Letters to the Editor
Junk Mail
Magazine Ads
College Brochures
Can you think of other persuasive contexts?
You encounter persuasion every day in many forms. Have you recently been persuaded by something? Have you been on a web site and been tempted to click on an advertisement or article? What drew you in?

3. Steps for Effective Persuasion
Understand your audience
Support your opinion
Know the various sides of your issue
Respectfully address other points of view
Find common ground with your audience
Establish your credibility
In order to create an effective persuasive document, you should consider these important steps. We’ll go over how to accomplish each of these. Let’s start with audience.

4. Common Persuasion Techniques
Bandwagon
Red Herring
Pathos
Big Names
Logos
Ethos
Kairos
Research
Loaded Words
Glittering Generalities
Repetition
In order to create an effective persuasive document, you should consider these important steps. We’ll go over how to accomplish each of these. Let’s start with audience.

5. Bandwagon If it’s popular, it must be correct!
The name comes from the phrase, "jump on the bandwagon“, a bandwagon being a wagon big enough to hold a band of musicians. In past political campaigns, candidates would ride a bandwagon through town, and people would show support for the candidate by climbing aboard the wagon.
It has come to mean joining a cause because of its popularity.
If it’s popular, it must be correct!

6. Red Herring Logical maybe…but unrelated
The name comes from the sport of fox hunting in which a dried, smoked herring, which is red in color, is dragged across the trail of the fox to throw the hounds off the scent.
Logical maybe…but unrelated
The argument given uses distraction to avoid the issue

7. PATHOS: Emotional Appeal
This term refers to manipulating someone by targeting their emotions and feelings.
For example, the ad can make viewers feel happy, sad, nostalgic, fearful, angry etc…
Buying something will make them feel better.

8. Big Names
Important people or experts can make your argument seem more convincing.
Example: Former U.S. president Bill Clinton thinks that junk food should be taken out of vending machines.

9. Logos Facts, numbers, and information can be very convincing.
Example: A Snickers bar has 280 calories and 30 grams of sugar. That’s not very healthy.

10. Ethos
If people believe and trust in you, you’re more likely to persuade them.
Example: Believe me! I’ve been there before. I’m just like you.

11. Kairos
Try to convince your audience that this issue is so important they must act now.
Example: This is a one-time offer. You can’t get this price after today.

12. Research
Using reliable research can help your argument seem convincing.
Example: A recent study found that students who watch TV during the week don’t do as well in school.

13. Loaded Words
Words that may raise emotions. Often attached to highly controversial ideas.
Example: The words home and family have simple meanings, but they are used to trigger warm feelings.

14. Glittering Generalities
Using patriotic, catchy, or attractive words that don’t really say anything
Example: New Blast Detergent gives your clothes Sparkle Power!

15. Repetition
Repeated an idea to make it memorable even if it is not supported with reasoning.
Example: Who can you trust? Bill Adams! Who can you count on? Bill Adams! Who should get your vote? Bill Adams!

16. Tactics to Avoid Don’t lecture or talk down to your audience
Don’t make threats or “bully” your reader
Don’t employ guilt trips
Be careful if using the
second person, “you”
Don’t speak or write to your audience as if they don’t know anything, especially if you’re writing for an audience that does have knowledge about the topic already. It’s insulting. People are more willing to listen if you address them as equals.
Has anyone ever sent you on a guilt trip about something? How did it feel? It’s not a very effective tool for getting people on board either.
Last, people sometimes use the second person “you” when they are trying to get the audience to relate to a topic; however, this can sometimes be perceived as accusation. For example, let’s say you’re writing about the environment. You write, “With every soda can you throw away, you make a landfill bigger.” Your audience will probably resist this because they may feel as if you’re accusing them of being the problem. Try rewriting it in a more neutral way: “Aluminum cans can easily be recycled rather than taking up room in landfills.” Don’t put your audience on the defensive. If they’re mad, they won’t listen to what you’re saying.