What makes writing persuasive?

The rhetorical roots of persuasive writing

The art of persuading an audience has been practiced for millennia, and we still use the same tools. Aristotle’s treatise, Rhetoric, dates to the 4th century BCE, and the three modes of persuasion it outlines are still the basis for all the persuading we do today:

• Logos. This is an appeal to logic. Persuasive writing that employs logos sets for a logic-based argument—or an argument that seems to be logical, at least. It relies on the audience’s sense of logic, too, in order to connect with and persuade them.
• Pathos. This is an appeal to emotion. Mood and tone go a long way in bringing emotion into persuasive writing—key to connecting with the audience’s own emotions in order to bring them to your desired conclusion.
• Ethos. This is an appeal to authority or credibility. Writing confidently on a topic, as though you are a subject matter expert, helps build trust with an audience. If your authority can be backed up by facts and experience, all the better.

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How to approach writing persuasively

While choosing one of the classic modes of persuasion is a fine way to start writing a persuasive essay, there are other tips and tricks to try.

Ask—and answer—guiding questions

Have you noticed that you instinctively, in your head, answer questions that you read? This technique can help reinforce your points by engaging your audience, even guiding your audience to your intended conclusion.

Repeat, repeat, repeat

Obviously, you wouldn’t want to type the same thing over, and over, and over, and over, and over, and over, and over, and over. But repetition triggers memory and helps us retain ideas. You should naturally repeat your argument’s main ideas over the course of your persuasive writing, but make sure you continue to reinforce those ideas throughout by doing a thorough review when you’ve finished.

The STOP and DARE approach to persuasive writing

Developed by Steve Graham and Susan De La Paz, the STOP and DARE strategy for persuasive writing provides a powerful, step-by-step approach to getting started:^i,ii

• S: Suspend judgement
• T: Take a side
• O: Organize your ideas
• P: Plan more while writing
• D: Develop a statement about your position
• A: Add supporting facts and ideas
• R: Refute potential counter arguments
• E: End with a conclusion that reinforces your position

How to know if your writing is successfully persuasive

Before your work reaches your intended audience, it would be nice to have some assurance your appeals will work. If you have time, consider conducting a rhetorical analysis on your own piece—or have someone else conduct one for you.

Persuasive writing is a powerful tool that all writers should utilize to appeal to their audience. Up next, learn how to use rhetorical analysis in your writing.

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