Cambridge Tute 28

Persuasive Writing
 Definition
 Types of Persuasive Writing
 Discursive Vs. Argumentative Persuasion
 Examples of Persuasive Writing
 Elements of Persuasive Writing
 Writing to Persuade
 Persuasive Writing Techniques
 The persuader's toolkit
 Linking Verbs
 Tone
 What Persuasive writing is and what it is
not
 Check points
 Example – Argumentative Persuasion
 Example – Discursive Persuasion
 Exercise

Explanation/Notes & Exercises

Michelle Thomasz
Cambridge Language Tute 28 Persuasive Writing pg. 1
Definition

Persuasive writing is a form of writing where the writer attempts to convince or persuade the audience
to adopt a particular point of view or take a specific action by presenting logical reasoning, supporting
evidence, and compelling arguments.
This type of writing encourages students to formulate a clear viewpoint on a particular topic, provide
reasons to support their opinion, and convince their audience to adopt their perspective. Persuasive
writing is an essential skill that helps students develop critical thinking, effective communication, and the
ability to express themselves persuasively.
Simply put, persuasive language is a type of language that is written to persuade. This could be to
persuade the reader to buy something, believe something, or think something. Persuasive writing is a
written form of an oral debate and can be a fun and interesting style of writing for students to practice.

Types of Persuasive writing

Argumentative
Argumentative writing convinces the reader that the viewpoint of the writer is convincing and correct,
though the opposite view points are stated as well. The purpose is to convince the reader to accept a
particular viewpoint or action without any doubt or concerns. In an argumentative essay, the writer
takes a stance on a topic and supports the position with evidence, reasoning, and examples.
The writing should also address counterarguments, demonstrating a thorough understanding of the
topic, but these points should not supersede the points given in supporting the viewpoint of the writer.
Furthermore, you have to refute/negate/nullify the counter-arguments realistically.

Argumentative writing uses evidence and facts to support the claim it’s making. Its purpose is to
persuade the reader to agree with the argument being made.

Discursive

Discursive writing is a form of critical writing that provides the reader with a balanced discussion on a
topic, supported by evidence. It requires critical thinking, as well as sound and valid points that
acknowledge and analyses points both for and against any given topic. The aim of discursive writing is
to inform the reader of the key arguments and allow them to arrive at their own conclusion.

Discursive writing uses evidence and facts to support the claim it’s making. Its purpose is to discuss the
topic giving equal attention to both sides and letting the reader make the final decision.

Discursive Vs. Argumentative Writing

Cambridge Language Tute 28 Persuasive Writing pg. 2

  It’s similar to an argumentative essay! Yes, but there’s a difference between a discursive essay
and an argumentative essay in the structure and purpose of these two types of assignments:
 The discursive essay purpose is to provide a reliable and unbiased assessment of an issue,
whereas your assessment is biased in an argumentative essay.
 Similar to the argumentative essay, the points should be valid and realistic, yet the discursive
essay pursuits to show a more balanced discussion.
 Unlike in argumentative you do not need to negate/nullify/refute the opposing arguments, just
state it.
 You should write it using the facts and research reports to present both sides of the issue, just
like argumentative.

Examples of persuasive writing and texts

 Newspaper columns - Newspaper articles are a common way that writers can express their
opinions and beliefs in a position of authority. However, journalism tends to stay neutral to many
topics.
 Advertising campaigns - Think about your favourite TV adverts or an eye-catching billboard you
saw recently.
 Reviews - A great way to express an opinion on a product or experience. Whether it is your
favourite restaurant or the latest gadget, we all turn to reviews for a second opinion.
 Travel brochures - Before you jet off on your summer holidays, you might consult travel
brochures. These are great examples of persuasive writing to sell holiday destinations, tourist
spots, and hotels.
 Essays - Essays are examples of longer writing that set out an argument or opinion in the
opening paragraph. In the following paragraphs, essays use factual information, statistics and
research to provide evidence that backs up the original argument.
 Speeches - There have been many famous examples of persuasive speeches throughout history.
Speeches can be on anything the writer is passionate about and often include hyperbolic speech
and emotive language to hook the reader or audience.

Elements of persuasion

 Authority: You need to know how to walk the walk and talk the talk. In order to persuade
someone to believe or agree with your point of view, you need to understand the topic you are
discussing. This could include using facts and figures to back up the validity of your points.
 List the most important information first: To effectively persuade your reader or audience, you
need to capture their attention with the most important information first. This could even begin
with a catchy and attention-grabbing headline or title.
 Consistency: Before you begin writing, plan what you want to say and the conclusions you want
your reader to make. It is important that you are consistent with your perspective and argument.
Then you can consider the persuasive language devices that you will use to get your point
across.
 Appeal: People want to agree with people that they like - simple as that. Therefore, writing
persuasive texts require writers to use a friendly and approachable tone.

Cambridge Language Tute 28 Persuasive Writing pg. 3

 Writing to persuade

When persuading people, you have to show both sides, by simply presenting your own views. For
instance, imagine you had to persuade people to buy a certain brand of toothpaste.
You could write about the great taste, or how clean your teeth feel or how white they have become. You
could select any aspect of the product to write about as long as you focus on getting them to buy it.
So, the first thing is:

Be confident - if you have been asked to write about how great chips are, be sure you have first
convinced yourself how good they are. They might even be a healthy option, because lots of doctors are
bound to like them and chips wouldn't be so popular if they weren't really great. Would they? You can
be pushy here if you are trying to promote something.

Be positive - it's always better to tell how good your idea is rather than how bad other people's ideas
are. Write about the things that show your ideas in the best light. For instance, aren't chips just great
for a quick snack? Why were chips voted the most popular option in your school at lunchtime?

Be convincing - if you don't seem too sure, or if you can't make your ideas stand out, then you aren't
really persuading as much as you could. Remember to be definite and clearly state your point.

Persuasive writing techniques

1. Appeal to Authority -Important people, experts and research can make your argument seem more
reliable and convincing.

2. Appeal to Reason -Facts, numbers, information, and logic can be very convincing.

3. Appeal to Emotion -Getting people to feel happy, sad, or angry can help your argument.

4. Appeal to Trust -If people believe and trust in you, you’re more likely to persuade them.

5. Appeal to the average person by presenting yourself as an 'every-day Joe'

6. Appeal to everyone (e.g. 9 out of 10 people believe...)

Cambridge Language Tute 28 Persuasive Writing pg. 4
The persuader's toolkit

Whenever you are planning to write persuasively, always think carefully about some of the techniques
that you could use to persuade your readers.

You don’t need to use all of them but you should definitely use a range.

Alliteration - Alliteration occurs when 2 or more words that start with the same sound are used
repeatedly in a phrase or a sentence. Persuasive writing is a great opportunity to practice
alliteration, as this language feature makes the writing memorable. I undoubtedly believe that
homework should be compulsory. It is fantastic, fabulous and fun.

Anecdotes - these are short accounts of a real event told in the form of a very brief story. Their effect
is often to create an emotional or sympathetic response. An anecdote is usually used to help support a
persuasive argument that the writer is putting forward. For example, if a writer wants to persuade
people to stop smoking, they may use an anecdote about a close relative who died of lung cancer.
Remember though, it must always be realistic.

Catchy words or phrases - these will be words that are designed to stick in the readers mind. This
will work in the same way as songs or radio adverts, best used as a hook or clincher. For example
words/phrases like, an effective method, it is a proven fact.

List of three/a tripartite list - this is a triple repetition that adds emphasis, for example, 'it is well-
known, it is proven, it is not debatable! A greater effect can be achieved if the words are made more
emotional or stronger as the list builds up. No one knows quite why three is a magic number for lists like
this, but it is – and is stronger than a list of two or four items, for example. A list of three can help
emphasise the benefits of a product or strengthen a point of view impressively but, as always, needs to
be used only when it suits to the form of the text (i.e. its genre) and the needs of the target audience.

Contrasts - this is a comparison of two things intended to highlight one of them because of the
contrast. By showing the different viewpoints, the writer is showing that they are fair and this makes
them a more reliable source of information. The reader will see the writer as balanced, honest and
trustworthy. For example the famous saying: "Ask not what your country can do for you, ask what you
can do for your country." A good place to use this is in the last paragraph.

Criticizing/Citing the opposite arguments/the opposition - this is where a writer will mention all
of the alternative arguments and explain their downfalls. By doing this, the writer is showing that they
are aware of what the reader could be thinking and is making sure that they know all of the negative
things about the opposition. It also makes the writer seem as if they are knowledgeable and so what
they are saying is important.

Emotive words - these are words that are deliberately designed to make a reader have strong
feelings. These can be positive or negative. Human beings will react to some words very positively.
Words like love, happiness, wealth and good health, innocent, pure make us feel good. Other words,
such as death, illness, poverty and tears can make us feel very negative. Writers are very clever with the
words that they use in order to persuade us of their argument.

Exaggeration (also known as hyperbole) - this is where a writer will be really over the top, in order
to make it seem as if an issue is massive, for example, 'how will you ever live with yourself if you ignore
this?'. The writer does this intentionally to make the reader consider the enormity of the issue. The
exaggeration will usually be a common type of phrase so that the reader is used to hearing it, such as
'millions of us need this'. By using a common phrase, the reader doesn’t question it and will believe the
writer.

Cambridge Language Tute 28 Persuasive Writing pg. 5

Forceful phrases - these will be using words like, ‘think about the plight of...’ or ‘forget your previous
ideas about...’. These are used to push a reader into thinking that the need to agree or is urgent. It
suggests that this is something that the reader must act upon.

Imperatives - Imperative sentences are excellent tools for conveying authority and persuasion in your
writing. By using strong, commanding language, you can influence your readers and prompt them to
take action. For instance: "Invest in our revolutionary product and transform your life today!"

Personal pronouns - this is where the writer will use words such as, ’I’ or ’we’ or ’you’ to talk directly
to the reader. By using the word, ’you’ and addressing the reader, the writer can appeal directly to every
individual reading the text. By using the word ’we’ it will make it seem as if the writer is on the exact
side of the reader, as if ’we’ are all in this together.

Repetition - this is where a single word or phrase is repeated over and over again in order to
emphasise it. Repetition works in a similar way to a list of three. By continually repeating the same idea
or phrase, it draws attention to that particular phrase and emphasises its importance. For that reason, it
is important to analyse the actual word or point being made and why it needs to be emphasised. For
example using phrases like 'It is a proven fact/without any doubt/positive end result’ throughout the
essay.

Rhetorical questions - these are questions that appear in writing that isn’t dialogue. As there is
nobody to answer the question, they are usually designed to talk to the reader. It allows the reader a
moment to pause and think about the question. For that reason, rhetorical questions are effective in
hooking a reader’s interest and making them think about their own response to the question in hand.
For example using a phrase like ‘How would you feel having the blood of the innocent on your hands?’
(to support harsher punishments for drunk driving, bullying, violence etc.)

Shock tactics - this is where the writer will try to use shocking imagery or statements in order surprise
or horrify the reader. This is effective because it will shock the reader into action. If the reader is
surprised or horrified by something, they will remember it and it is likely to cause an emotional response
that will make them react. For example: ‘Imagine a never ending line of 200,000 bruised, battered,
bloody bodies of people of different gender, color, race, and age (yes, even children) along an ordinary
road…this is the number of innocent deaths due to drunk driving in just ONE year, so do you still agree
that harsher punishment is not needed?

Statistics (and facts) - statistics are numbers or facts that are used to provide convincing information.
A writer will use these as a tool to convince the reader. The reader will feel that they cannot argue with
facts and that statistics will prove what the writer is saying. They are used to convince a reader and to
add factual weight to an argument. For example: According to WHO Covid-19 claimed over 7 million
lives in a span of just 2 years and is the largest mass ‘killer’ in history (WHO website)

Quotations and expert opinions - quotations are used when a writer brings in some information
from another person, sometimes an expert, or from another article and ’quotes’ what is said by someone
else. By using quotations from other people to back up what is being said or promoted, it will make the
argument seem much more appealing. If other people, particularly experts, believe in something, this is
used to convince the reader that it must be right. For example: “Bullying casts a shadow over our
schoolrooms and playing fields. It is evil, and can inflict lasting damage on the children who are its
victims.” (Martin Bell, British UNICEF Ambassador)

Cambridge Language Tute 28 Persuasive Writing pg. 6

Linking Verbs (Transitional Verbs)

There will be a number of arguments in a piece of discursive writing. Using linking words effectively can
help you achieve this. These words are usually used at the beginning of a new paragraph, but they can
also be used to link ideas within a paragraph.

Type of link Example

Same line of furthermore, likewise, in addition, similarly, also, moreover - numbering your
thought points (‘firstly’, ‘secondly’, etc.)

Conclusion or thus, therefore, consequently, accordingly, in retrospect, hence, in

summary conclusion, in brief, as a result

Definite statement without question, without doubt, unquestionably, absolutely

yet, on the other hand, nevertheless, however, although, conversely,

Contrasting idea
otherwise, on the contrary

because, for instance, since, for example, so that, despite the fact that,
Further examples
accordingly, although, if, though, unless

Tone

It is important to write formally in a discursive essay. This means you should write in complete
sentences, using full words and expressions and standard English. Contractions should be avoided. For
example, 'is not' should be used instead of 'isn't'.

It is advisable to try and avoid expressions like 'a lot' or 'lots of'. More formal expressions such as
'many', 'much', 'a number of', or 'numerous' are more suitable for discursive writing.

Do Do not use
Write in proper, complete sentences Abbreviations (ie/eg/etc/UK etc.)
Use complete words and expressions Contractions (isn't/don't/won't etc.)
Slang (bloke/geezer etc.)
Use proper, standard English
Colloquial language (mate/buddy etc.)
Use formal English
Informal language (a lot, another thing, bad thing etc.)
Unassertive language (if, might, may etc.)
Be assertive
Be confident Insecure language (I think, in my opinion etc.)
Be persuasive Unpersuasive language (groundless, baseless, illogical
statements etc.)

Be factual False statements (It is easy to verify)

Be clear Vague (kind of, something, around, more or less etc.)

What Persuasive writing is and What It is Not

Cambridge Language Tute 28 Persuasive Writing pg. 7

1. It is a piece of writing where you get to give your points an issue
2. It is not a piece of writing where you get to go into an emotional tirade. We have plenty of that from
crazy politicians.
3. It is a piece of writing where you get to present facts that support your point.
4. It is not a piece of writing where you just spout your opinions and expect others to simply accept
them, you have to support your points.
5. It is a piece of writing where you do have to give the opposing side’s points too
6. It is not a piece of writing where you can just dismiss the opposing side with personal insults and
attacks – again, we get plenty of that from politicians.
7. Make a List: Actually, make two lists, one for the evidence that supports your point and one for the
evidence that supports the opposing point. Try to line them up in order of importance. Make sure you
have the supporting facts to back up your points.
8. Don’t ever make up evidence – it’s too easy to check these days. If you can’t find strong enough
evidence for one of your points, choose another point to use.
9. Don’t slam the opposing side with disrespectful terms such as “stupid,” “uninformed,” “evil,” or
“crazy.” You may be able to show this with your evidence, but don’t call it out. Let the reader come to
those conclusions.
10. No emotions on your part. Now, this does not mean that you can’t stir some emotions in your
readers, but you have to do it subtly, by presenting facts that will make them respond emotionally. So,
be sure you have some facts that will do that. Remember FACTS is what wins in this case.
11. Cite your sources within your essay so the reader knows you used credible ones. (Wikipedia, Google
etc.)
12. Let your evidence win the argument, not your opinion.
13. Don’t assume that the audience has or has not in-depth knowledge of the issue. Define terms and
give background information.
14. Find really respected people who agree with you and quote them. Have a few general quote handy,
which you can use in your closing paragraph.

Check points

Keep these considerations in mind when checking or revising your essay:

 Does the writing present your firm position on the issue, supported by relevant facts, statistics,
quotes and examples?
 Does the writing open with an effective hook that intrigues the reader and keeps their attention?
 Is each supporting point covered in one paragraph with sufficient compelling evidence?
 Have you presented your supporting points in the order of importance?
 Does the sentence structure vary?
 Is the word choice precise and effective?
 Do the transitions between sentences and paragraphs help the reader’s understanding?
 Have you used effective transitional verbs?
 Is the correct grammar, tenses, spelling etc. used?
 Is the piece of writing in accordance with the topic and does it have an intellectual flow?
 Does the concluding paragraph convey the value of the writer’s position and urge the readers to
think, take action or agree?
 Have you ended your writing with an effective clincher as well making the reader contemplate
your essay positively?
 Finally, do you agree with what you’ve said?

The closing sentence/clincher could be:

Cambridge Language Tute 28 Persuasive Writing pg. 8

  A dramatic plea -therefore, I earnestly plead with you to consider the evidence I’ve presented
and stop capital punishment
 A prediction that implies urgent action is needed -as I’ve illustrated if we do not prevent the
spread of Dengue, soon all of Mother Lanka will sadly succumb to it
 A question that provokes readers to think seriously about the issue -So, don’t you think by
considering the evidence that I’ve given that using mobile phones while driving should be
banned with immediate effect?
 A recommendation that gives readers specific ideas on what they can do -in order to avoid teen
pregnancies, proper education both moral and sexual, should be given at school as pointed out
by my arguments
 A famous quote -“One child, one teacher, one book, one pen can change the world.” ) ― Malala
Yousafzai
 A song lyric-Where is the love? - Black Eyed Peas
 Or any other attention retaining clincher (refer tute)

Example for Argumentative Persuasion

“Money can’t buy happiness.”

“I aim to help people who are dying. I was at the bottom of the pit. So if I can make one miserable
person smile, I am happy” (Eddie Jaku – The happiest man on earth). Can you imagine living without
money in this day and age? Is it even possible to survive without money in today’s materialistic and
cash-driven world? It has been said that money makes the world go round. Hence, it is no wonder that
money has become the central focus of many people’s lives. Everyone seems to be working tirelessly for
money. Even students are studying hard so that they can get a well-paid job and earn lots of money in
future. Although it is true that money cannot buy happiness, it is something that we cannot live without.
But, then answer this question how is it that the happiest man on earth Eddie Jaku was called that
because his life mission after surviving a Nazi camp was to put a smile on a person’s face? Does it not
contribute to the fact that being happy with what we have outweighs being miserable and lonely with
only possessions and no true friends?

It is clear that money cannot buy happiness as many people who work hard and long every day for
money are often very unhappy. Most of them do not even have time to spend their hard-earned money
due to heavy workload, stressful office atmosphere or long working hours. They have no time or energy
for leisure activities and needless to say, their family and friends hardly get to see them too. This can
make them feel lonely, sad, harassed and depressed. Thus, working hard for money does not bring
happiness but instead misery in this case.

Worse still, money is often the main culprit that ruins relationships. People frequently fight over money
and this can become a very serious problem, whether it is between friends or family members. For
instance, it is not uncommon to hear of family members fighting over inheritance or longtime business
partners squabbling over money-related matters. In some cases, ugly lawsuits ensue and relationships
are destroyed forever. What then is the point of having lots of money when there is no one to share it
with?

Another evil of money is that you Will Never Be Satisfied. Once you allow money to become your source
of happiness, you will never be satisfied. You will always want more because that shiny, new precious
possession will become old and used one day. With technology introducing new products at lightning
speed, there will always be a carrot dangling for you to reach for. It is very evident even in the way you
go about buying things - 'I want,' not 'I need.'

However, from a different perspective, money can sometimes make one happy. For some, earning
enough money to pay their monthly bills and put food on the table make them happy. For others, it
could be saving up enough money to buy things of their interests or go on a dream vacation. Having
Cambridge Language Tute 28 Persuasive Writing pg. 9
some savings instead of living pay cheque to pay cheque also gives one peace of mind. After all, a
person cannot possibly be happy if he or she is constantly worrying about running into financial
difficulties. Hence, money does buy happiness where one’s survival is concerned or when he wishes to
satisfy his wants.

Mark Twain once said, “The lack of money is the root of all evil.” I agree with him as no one can survive
without money in this day and age. Like it or not, money matters and one’s financial situation has a
direct bearing on his happiness. That said, money does not guarantee contentment. Money often rears
its ugly head and ruins relationships. One also has to make sacrifices such as lack of family time in the
pursuit of wealth and material comforts. Therefore, to be happy, I think one must realize that there is
more to happiness than money. “For I don’t care too much for money, for money can’t buy me love .”
– The Beatles

Example Essay for Discursive Persuasion

Technology – good or bad?

“Technology is best when it brings people together.” (Famous quote). Reckless drivers can kill, but
that does not mean cars are not very useful. Some people believe that technology is a hindrance, other
people believe that technology is fantastic. However, everyone must agree that now it is hard to imagine
the world without technology. Like any situation in the world technology too, has advantages and
disadvantages. Similar to the example used above we cannot blame technology for what goes wrong.
We should rather blame the people who use it badly.

It is a proven fact that Cellphones are great in many ways. In fact, it has brought the downfall of so
many other devices making them practically obsolete; the calendar, calculator, phone book, maps just to
name a few. Looking and speaking to someone who is thousands of miles away was a mere dream to
our ancestors, but not so to us: this is the power of technology. We can keep in touch with people
easily, be updated on what is happening in the world, watch movies, listen to music, refer to information
and not forgetting the ability to ensure that one is safe by following their location, this is all possible
with a little hand-held device: cellphone. Therefore, undoubtedly cellphones are not just great in many
ways, but is the greatest invention in the modern world.

On the other hand, cellphones can also be a menace. People hardly interact with each other anymore.
They hardly talk to each other, or to the one next to them, instead they ‘are communicating’ through a
device. Another primary factor to consider is that it becomes highly addictive, be it to play games, to
scroll through countless social media platforms or to watch meaningless videos over and over.
Furthermore, as it is not face-to-face communication the younger generation lack the ability to have a
meaningful, coherent conversation in social situations. Some even go the extent of using it to hurt and
stalk others. These disadvantages will result in drastic consequences in deciding the future of the
society.

Another considerable advantage of Technology is that it has no doubt has made our life comfortable. For
example, what took our ancestors hours to prepare a meal can now be done in minutes. What took
people days and even months to research can be done with click of a button. People nowadays are
totally dependent on technology that it is hard to visualize a world without a refrigerator, microwave,
escalator, computer or even a simple ceiling fan. It has benefited us in every sector like education,
medicine, agriculture, defence, industrial, to name just a few areas. The development of computers is a
miracle for the entire mankind. With certainty, it can be stated that the advent of technology is a
blessing not only to human beings, but also to the environment and animals resulting in a safer,
comfortable, healthier existence.

However, the advancing technology is also responsible for the rise in the pollution level on earth. The
invention of different types of vehicles, air conditioners, and thermal power plants release gases that are
harmful as well as they are the cause of air pollution. The heap of electronic devices gives rise to E-

Cambridge Language Tute 28 Persuasive Writing pg. 10

waste. On another spectrum is also makes us humans lazy; we take an elevator to go up one level, we
take a cab to go a mere 500m journey when we know that a little exercise will do our bodies wonders.
The ironical part is that we then spend money on machines and supplements to maintain a healthy
body! Overall there are many disadvantages of every emerging technology and it is a serious concern
not only to us, but to the next generation as well. From the food we eat, to the medicines we take, to
the air we breathe; everything is polluted. By what? By the so called ‘advancement in technology.’ But
ask yourself this question: What good will technology be if there are no humans to enjoy it?

The most important thing that we should keep in our mind is that technology should not dominate our
life. If we become a slave to technology it will totally ruin our lives. Therefore we must bring technology
in use only when it is required. The problem really is the people, not technology. People can do bad
things with technology, but people can also do very good things too. Perhaps the problem is more with
people. The birth of Artificial Intelligence is the result of advancing technology. Its development will
gradually deplete the role of humans in the future. As the famous Historian, Christian Louse Lange once
said: “Technology is a useful servant but a dangerous master.” We should know how to make it fit
our needs not let it overpower our lives, after all we created it.

Exercise

Use the above tips and write an argumentative essay on one of the following topics (450-500 words)

1. Can music be an effective way to treat mental and psychological illness?

2. With e-readers so popular, have libraries become obsolete?
3. Does doing homework actually help students learn more?
4. Is scientific testing on animals really necessary?
5. Do zoos help or harm animals?
6. Can online schools be as effective as traditional schools?
7. Do violent video games encourage players to be violent in real life?
8. Which 21st-century invention has had the largest impact on society?
9. Should there be rules about what people can say on social media or is it more important for
people to be able to say what they think?.
10. There is too much pressure on people to follow fashion, celebrities and fit in. Do you agree?
Give reasons and examples to support your view.

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Cambridge Language Tute 28 Persuasive Writing pg. 11

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Cambridge Language Tute 28 Persuasive Writing pg. 12
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Cambridge Language Tute 28 Persuasive Writing pg. 13

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Cambridge Language Tute 28 Persuasive Writing pg. 14