This document provides guidance on developing effective argumentation and persuasion in essays. It discusses using clear thinking and logic (logos) to make sound arguments, as well as appealing to emotion and values (pathos) to persuade readers. Key aspects covered include identifying a clear, controversial thesis; supporting it with evidence while acknowledging opposing views; using inductive or deductive reasoning; and avoiding logical fallacies. The goal is to achieve balance between logos, pathos and establishing credibility/reliability (ethos).