One way writers can establish common ground with their readers is by basing their reasoning on shared values, beliefs, and attitudes. They use language that includes their readers (we) and qualify their assertions to keep them from being too extreme. Above all, they acknowledge differences of opinion. You want to notice such appeals.

King creates common ground with readers by using the inclusive pronoun we, suggesting shared concerns between himself and his audience. Notice, however, his use of masculine pronouns and other references (“the Negro . . . he,” “our brothers”). Although King addressed his letter to male clergy, he intended it to be published in the local newspaper, where it would be read by an audience of both men and women. By using language that excludes women—a common practice at the time the selection was written—King may have missed the opportunity to build common ground with more than half of his readers.