Classically, persuasion comes in three basic types: logos, pathos and ethos.
Logos are appeals to reason, relying in evidence, facts, research, observation and examples to put arguments forward. Pathos refers to emotional appeals, meant to arouse feelings and biases in the reader. The last one, ethos, relies on the reader’s innate sense of right and wrong.
Using any one of them is a valid way of crafting an argument piece, provided that the actual writing is good (you can use a qualified writing software to assist). However, if you’re truly looking to sway a reader’s mind, being able to combine all of them into your work should prove the smarter decision.
Why? Because sticking to one leaves plenty of holes for the reader to fill. Going with a strictly logical appeal, while it invites a reasonable response, could still be discounted when the reader is just emotionally attached to the other side of the argument. A strictly emotional appeal, on the other hand, lacks the evidence and reasoning of a logical approach. Same with a purely ethical argument.
Tapping them all helps your piece become a more complete whole. Not only do you present well-reasoned arguments for your position, you also allow the reader to feel emotionally satisfied and on the right side of the ethical fence when you do so.
