Appeal to your own credibility, or what Aristotle called "ethos." Readers are much more likely to be convinced of your argument if they believe you are a reliable authority on the subject. Tell your reader directly what expertise and experience you have on the matter at hand. Build further credibility by using sophisticated language with no errors in spelling, syntax or grammar.
Use logical arguments, or what Aristotle termed "logos," to convince your readers. Appeal to your audience's rationality by making logical arguments that stand up to scrutiny. If, for instance, you are trying to persuade your readers that liquid laundry detergent is superior to powder, argue that liquid leaves fewer stains and is more friendly to the environment. Use tangible evidence to back up your claims.
Persuade your readers by appealing to their emotions, or what Aristotle called "pathos." To use "pathos" effectively, employ anecdotes or images to make your point. If you want to persuade your readers to move to California, describe a beautiful sunset or an incredible afternoon on the beach. Make your reader feel what it is like to be in California.
Use rhetorical language to emphasize certain parts of your argument. A common technique is anaphora, in which you begin successive sentences with the same word or group of words. The effect can be a crescendo that leads to an important point. Use rhyme, alliteration, metaphor and imagery to make your argument sound poetic and more convincing.