Far too many evaluators tell readers little more than “this is good (or bad or ineffective or the best choice) because I say so.” It’s as if these writers believe that readers will accept their conclusions without question or doubt.

As a reader, when was the last time you did that?

If you’re like most readers, you probably expect evaluators to provide sound reasoning and appropriate evidence to back up their judgments. As a writer, you should strive to offer the same things to your readers. The judgments you reach in your evaluation should move beyond knee-jerk reactions or general pronouncements. For example, rather than saying a baseball manager should be fired merely because the team failed to win the division, you should also consider the quality of players available throughout the season, the strength of the competition, and the decisions made during key games.

An effective evaluative essay is based on a clear understanding of your subject, a carefully chosen set of criteria, and well-supported judgments — first, about how well the subject of your evaluation meets each criterion and, second, about the overall results of your evaluation. As you conduct your evaluation, start by choosing a set of criteria that is relevant and clearly defined. Then review what you’ve learned about your subject, and consider whether you’ve collected enough evidence to make an informed judgment. Finally, use your criteria and evidence to make your judgments, making an effort to ensure that your evaluation is balanced and fair.