The document discusses argument and persuasion. It defines argument as an appeal to the reader's intellect on complex issues, while persuasion aims to convince readers to think or act in a certain way. Successful persuasion changes a reader's actions or behaviors. Elements most likely to convince readers include the writer's credentials, quality reasoning with facts and logic, and appealing to the reader's self-interest. Both argument and persuasion blend appeals tailored to the purpose and audience.