If you are writing to persuade the general public, how do you begin? 

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Very carefully.  Study your audience.  You want to invite the audience in to your argument, not send them howling back into their comfort zones.

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What will lure them to keep listening?

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You can tell an anecdote or a joke related to your topic as an icebreaker or attention-grabber.

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You can use a famous quotation from someone your audience will respect, or re-tell a fable they already know, or even quote their own sacred texts to show goodwill towards them.

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You can ask a provocative question, one that you plan to answer in your essay.

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You can use some "shock and awe" statistical data that startle them and prove the exigence of your problem.

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You can also simply state your thesis about the change you would like to see happen, but that has some risks.

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What if your audience stops listening? 

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