Malcolm Gladwell on how to influence readers:

I’ve learned that if you tell your story properly, people are very, very open-minded — far more open-minded than I would’ve thought. ... People are information-rich and theory-poor. If you can give them a way of organizing their experience, then their minds are wide open. Which I would not have not have necessarily thought. And if you can frame questions appropriately you can overcome all kinds of ideological — what you would have thought of — as ideological constraints.