Do not assume that your audience already agrees with you; instead, envision skeptical readers who already have their own ideas. You hope they will behave like a panel of jurors, making up their minds after listening to all sides of the argument.

If you are arguing a public policy issue, your readers are likely to hold a variety of opinions. In the case of the nuclear power debate, for example, imagine a jury that represents those who have a stake in the matter: consumers, policymakers, industry officials, and environmentalists.

At times, you can deliberately narrow your audience. You are not likely to be able to address the concerns of all parties to a debate. You might be primarily interested in reaching one segment of a general audience, such as consumers. Once you identify a specific audience, it’s helpful to think about what kinds of arguments and evidence will appeal to that audience.

In the case of scholarly debates, you will be addressing readers who belong to a group with an agreed-upon way of investigating and talking about issues. However, while they may agree on method or on what constitutes a relevant question, scholars are highly skeptical audiences, always ready to argue.

As you write, imagine readers who will question your assumptions, your logic, and your evidence.