How to Be Persuasive in Writing
http://www.stc.org/confproceed/1995/PDFs/PG387390.PDF

Connors, Patricia E.
STC Proceedings
1995

Abstract:

The persuasive theories of Stephen Toulmin and Carl Rogers can be effective in applications to writing on the job. Toulmin’s strategies lead writers to specify the exact claim they are making, to give evidence to support the claim, and to refute the arguments likely to be made against the claim. Roger’s strategies can be used to identify the viewpoint of the audience, grant the points in the audience’s position which the writer agrees with, and then attempt to show how the audience’s position will actually be improved if the writer’s claim or proposal is accepted.