Be respectful: Use an appropriate tone to suit your audience and purpose.

Be generous: People often put their own interests first. What can you offer your readers to help them change their mind?

Be modest: No one will listen to an arrogant, impolite big-head.

Be personal: Persuasion works best when you know your audience well so consider your reader as your friends.

Be concerned: Show that you share your reader's concerns - even if your view is different.