As you plan your essay, keep a specific audience in mind. Are your readers unbiased observers or people deeply concerned about the issue you plan to discuss? Can they be cast in a specific role—concerned parents, victims of discrimination, irate consumers—or are they so diverse that they cannot be categorized?
Always assume that your audience will question your assumptions. Even if your readers are sympathetic to your position, you cannot assume that they will accept your ideas without question; they will still need to see that your argument is logical and that your evidence is solid. More skeptical readers will need reassurance that you understand their concerns and that you concede some of their points. However, no matter what you do, you may never be able to convince hostile readers that your conclusion is valid. The best you can hope for is that these readers will acknowledge the strengths of your argument even if they reject your conclusion.