Although this video talks about persuasion techniques in real life scenarios I think that they can equally be applied to writing a persuasive argument.  In the video the speaker talks about bringing in experts to increase credibility, which is the same as citing reputable sources and also connecting with your audience.  Although in a real life scenario there is the opportunity to gauge the audience reaction, I think its still important to be mindful of varying views and opinions of the written audience.

How might you "anticipate" the potential reactions of your audience and factor these into your essay?