While there's no infallible formula for winning over every reader in every circumstance, you should learn how and when to use three fundamental argumentative appeals. According to Aristotle, a person who wants to convince another may appeal to that person's reason (logos), ethics (ethos), or emotion (pathos).

The writer's job is to weave the various appeals into a single convincing argument.

If we think of these three appeals as independent and of the writer as choosing just one, however, we miss the point. The writer's job is to weave the various appeals into a single convincing argument. As you continue to expand and develop your ideas, look for ways of combining the three appeals to create a sound, balanced argument.