Key persuasive factors

The key persuasive factors are the most important elements in convincing your reader. They may arise from the reader's:

• background;
• strategy, priorities or driving values;
• place in the organisation;
• relationship to the social environment.

What persuades you may not be persuasive to the reader. For example, you may consider a community project worth pursuing because you are committed to that community's development. Your reader may never have heard of this community and will judge the project according to other, quite different, criteria.