Ethics – This may be the most powerful tool because it
comes from character and reputation, not words. As a
writer, it depends on one’s ability to convince readers
he/she is intelligent, committed and knowledgeable about the issues, and cares about others’ welfare. Writers using this technique must show readers they respect them and that they have done their homework. The writing cannot be exaggerated or make excessive claims. If so, a writer will lose his/her credibility. If the image and presence the writer projects is favorable, the arguments are likely to be well received.