To construct a convincing argument, you must establish your credibility (ethos) and appeal to your readers' sense of logic and reason (logos) as well as to their values and beliefs (pathos). When using these appeals, make sure they are appropriate for your audience and your argument.

Ethical appeals (ethos)

To accept your argument, a reader must perceive you as trustworthy and fair, reliable and reasonable. When you acknowledge alternative positions, you build common ground with readers and gain their trust by showing that you are knowledgeable about the arguments relevant to your subject. And when you use sources responsibly, summarizing, paraphrasing, or quoting the views of others respectfully, you inspire readers' confidence in your judgment.

Logical appeals (logos)

To persuade readers, you need to appeal to their sense of logic and sound reasoning. When you provide sufficient evidence, you offer readers logical support for your argument. And when you clarify the assumptions that underlie your arguments and avoid logical fallacies, you appeal to readers' desire for reason.

Emotional appeals (pathos)

To establish common ground with readers, you need to appeal to their beliefs and values as well as to their minds. When you offer readers vivid examples and illustrations, startling statistics, or compelling visuals, you engage readers and deepen their interest in your argument. And when you balance emotional appeals with logical appeals, you highlight the human dimension of an issue to show readers why they should care about your argument.