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This is far more effective than buying expensive paper on which to print your letter

(ethos) or "guilting" people into believing you (pathos) because:
We believe our own conclusions whole-heartedly and will strongly attach to

these conclusions, whereas we usually only "identify" with the conclusions of

others.
It is easier for us to commit information to our long-term memories if we

understand the principles behind it.

So how can you make your logic easier for people to see? The main way is to keep

everything else out of the way—that is, do not put up any obstacles between the logic

of your position and your audience. For example:
Use appropriate, taut language.

Carefully structure your correspondence (down to each sentence).

Obey standard grammar and spelling rules.
Utilize transitions.

Anything that your audience has to "trip" over is a stutter in their effort to
comprehend you and, consequently, an opportunity for their minds to wander, for

your ideas to be lost or for connections to be missed.

The Importance of Taut Language

Earlier we discussed the use of modifiers and buzz words, each of which has an
appropriate use. In general, however, (at least for business correspondence) we

decided that the use of modifiers should be minimized and that we should use buzz

words with care.

Your audience should neither have to search for your point nor your connections;

they should be clear. The more you muddle your language with adverbs, adjectives,
and excessive buzz words the more you are asking of your audience.

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