When you are writing a message, there are several fundamental but difficult questions you will likely have to answer.

Should you only give one side of the story in your message?

Generally speaking, no. If you can identify objections or the other person’s side of the story first, you have gone a long way toward potentially defusing any objections that may exist.

Which side should you give first?

If you feel the other side has some strong arguments in their favor, get them out of the way first by bringing them up one by one and building your case against them. If you think the group will be largely in favor of your proposal, then you might get away with just mentioning them after you have swayed the group to your way of thinking.

Should you make specific conclusions or let the audience draw its own?

It depends on the audience, their knowledge of the subject under discussion, and the manner in which you make conclusions. No group wants to be talked down to or patronized. On the other hand, if this group does not know much about the subject, you can help them draw conclusions.

Do fear techniques work?

Fear techniques tend to work in the short term, but not in the long term, and they may cause the audience to resent you.

Is it better to use an emotional or a factual argument?

Your best bet is to feel passionate about the facts.