I see a lot of good nonfiction writing that falters at the same point. It happens when the writer begins with what they want to say, rather than with an awareness of the audience who will be reading it.

Think of it from the reader’s perspective. Imagine you are the reader. You approach a piece of writing with your framework already in place. That framework, unique to you, has been formed over time through experience, reading, and reflection. It includes some beliefs already determined, some conclusions that remain tentative, and questions left unresolved. None of these disappear when you begin reading new arguments. Instead, they interact with text and influence your reception.

For that reason, persuasive writing is more than just presenting an idea clearly. It requires understanding how that idea will be encountered. Rather than attempting to replace the reader’s thinking all at once, the writer builds from what is already there. Shared convictions become points of agreement, and the argument develops in a way that feels connected, rather than combative. This approach allows the reader to move forward without building defensive walls.

At the same time, the writer must anticipate objections that may arise along the way. Many of these objections remain unspoken, though they exert a steady influence. Bringing them into view and addressing them with care strengthens the argument and demonstrates integrity, echoing the kind of reasoning seen in Acts where Paul “reasoned with them from the Scriptures” (Acts 17:2).

This process requires patience. Unfold the material gently so the reader can see how each idea connects to the next. When handled well, persuasion feels like guidance, like a fellow traveler showing the way forward.