How do argument writers tailor their language to their audience when arguing for a cause?

If a writer is structuring an argument towards an audience that has an interest in a specific cause, the writer will use specific vocabulary, details, stories, and facts that appeal to that cause. Pathos (the use of emotional appeal in an argument) is a strong benefit to add to an argument, and the writer might take a specific story of someone who has been affected by the cause in order to make the audience emotional. If they become emotionally invested in the argument it is more likely to be effective. Additionally, specific vocabulary (including abbreviations) and relevant facts (logos) will help the audience understand and appreciate the argument. Finally, the author should establish their credibility (ethos) as an expert on the subject so that the audience trusts what they are saying.