Being persuasive is equally important in oral and written communication. There is not a golden rule of how to sound rightly and become respected by crafting a copy in a certain way. Much in audience recognition depends on how interested and educated the audience is in the topic. Persuasion in writing is harder than in oral presentation. It requires a person’s well-though choice of lexis, very specific sentence structure. Additionally, the writer can hardly predict how the writing will be perceived and has no chance to adapt the message on the spot as it may occur in persuading orally.