Motivation is the key to persuasion. You must understand what drives your readers to seek information. One technique of discovering these incentives is through jobs to be done. Everything else comes down to developing arguments supported by convincing proofs once you have a good knowledge of your reader's motivations and the message you want them to agree with. Including your personal experience and establishing yourself as an expert on the subject will help you develop the correct perception of your brand in the minds of your readers, making them more open to your ideas and more inclined to be persuaded by your arguments. If everything goes as planned, the reader will eventually take action.