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A Step-by-Step Plan for Teaching Argumentative Writing

February 7, 2016

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For seven years, I was a writing teacher.  Yes, I was certified to teach the full spectrum of English language arts—literature, grammar and usage, speech, drama, and so on—but my absolute favorite, the thing I loved doing the most, was teaching students how to write.

Most of the material on this site is directed at all teachers. I look for and put together resources that would appeal to any teacher who teaches any subject. That practice will continue for as long as I keep this up. But over the next year or so, I plan to also share more of what I know about teaching students to write. Although I know many of the people who visit here are not strictly English language arts teachers, my hope is that these posts will provide tons of value to those who are, and to those who teach all subjects, including writing.

So let’s begin with argumentative writing, or persuasive writing, as many of us used to call it. This overview will be most helpful to those who are new to teaching writing, or teachers who have not gotten good results with the approach you have taken up to now. I don’t claim to have the definitive answer on how to do this, but the method I share here worked pretty well for me, and it might do the same for you. If you are an experienced English language arts teacher, you probably already have a system for teaching this skill that you like. Then again, I’m always interested in how other people do the things I can already do; maybe you’re curious like that, too.

Before I start, I should note that what I describe in this post is a fairly formulaic style of essay writing. It’s not exactly the 5-paragraph essay, but it definitely builds on that model. I strongly believe students should be shown how to move past those kinds of structures into a style of writing that’s more natural and fitting to the task and audience, but I also think they should start with something that’s pretty clearly organized.

So here’s how I teach argumentative essay writing.

Step 1: Watch How It’s Done

One of the most effective ways to improve student writing is to show them mentor texts, examples of excellent writing within the genre students are about to attempt themselves. Ideally, this writing would come from real publications and not be fabricated by me in order to embody the form I’m looking for. Although most experts on writing instruction employ some kind of mentor text study, the person I learned it from best was Katie Wood Ray in her book Study Driven (links to the book: Bookshop.org | Amazon ).

Since I want the writing to be high quality and the subject matter to be high interest, I might choose pieces like Jessica Lahey’s Students Who Lose Recess Are the Ones Who Need it Most  and David Bulley’s School Suspensions Don’t Work .

I would have students read these texts, compare them, and find places where the authors used evidence to back up their assertions. I would ask students which author they feel did the best job of influencing the reader, and what suggestions they would make to improve the writing. I would also ask them to notice things like stories, facts and statistics, and other things the authors use to develop their ideas. Later, as students work on their own pieces, I would likely return to these pieces to show students how to execute certain writing moves.

Step 2: Informal Argument, Freestyle

Although many students might need more practice in writing an effective argument, many of them are excellent at arguing in person. To help them make this connection, I would have them do some informal debate on easy, high-interest topics. An activity like This or That (one of the classroom icebreakers I talked about last year) would be perfect here: I read a statement like “Women have the same opportunities in life as men.” Students who agree with the statement move to one side of the room, and those who disagree move to the other side. Then they take turns explaining why they are standing in that position. This ultimately looks a little bit like a debate, as students from either side tend to defend their position to those on the other side.

Every class of students I have ever had, from middle school to college, has loved loved LOVED this activity. It’s so simple, it gets them out of their seats, and for a unit on argument, it’s an easy way to get them thinking about how the art of argument is something they practice all the time.

Step 3: Informal Argument, Not so Freestyle

Once students have argued without the support of any kind of research or text, I would set up a second debate; this time with more structure and more time to research ahead of time. I would pose a different question, supply students with a few articles that would provide ammunition for either side, then give them time to read the articles and find the evidence they need.

Next, we’d have a Philosophical Chairs debate (learn about this in my  discussion strategies post), which is very similar to “This or That,” except students use textual evidence to back up their points, and there are a few more rules. Here they are still doing verbal argument, but the experience should make them more likely to appreciate the value of evidence when trying to persuade.

Before leaving this step, I would have students transfer their thoughts from the discussion they just had into something that looks like the opening paragraph of a written argument: A statement of their point of view, plus three reasons to support that point of view. This lays the groundwork for what’s to come.

Step 4: Introduction of the Performance Assessment

Next I would show students their major assignment, the performance assessment that they will work on for the next few weeks. What does this look like? It’s generally a written prompt that describes the task, plus the rubric I will use to score their final product.

Anytime I give students a major writing assignment, I let them see these documents very early on. In my experience, I’ve found that students appreciate having a clear picture of what’s expected of them when beginning a writing assignment. At this time, I also show them a model of a piece of writing that meets the requirements of the assignment. Unlike the mentor texts we read on day 1, this sample would be something teacher-created (or an excellent student model from a previous year) to fit the parameters of the assignment.

Step 5: Building the Base

Before letting students loose to start working on their essays, I make sure they have a solid plan for writing. I would devote at least one more class period to having students consider their topic for the essay, drafting a thesis statement, and planning the main points of their essay in a graphic organizer.

I would also begin writing my own essay on a different topic. This has been my number one strategy for teaching students how to become better writers. Using a document camera or overhead projector, I start from scratch, thinking out loud and scribbling down my thoughts as they come. When students see how messy the process can be, it becomes less intimidating for them. They begin to understand how to take the thoughts that are stirring around in your head and turn them into something that makes sense in writing.

For some students, this early stage might take a few more days, and that’s fine: I would rather spend more time getting it right at the pre-writing stage than have a student go off willy-nilly, draft a full essay, then realize they need to start over. Meanwhile, students who have their plans in order will be allowed to move on to the next step.

Step 6: Writer’s Workshop

The next seven to ten days would be spent in writer’s workshop, where I would start class with a mini-lesson about a particular aspect of craft. I would show them how to choose credible, relevant evidence, how to skillfully weave evidence into an argument, how to consider the needs of an audience, and how to correctly cite sources. Once each mini-lesson was done, I would then give students the rest of the period to work independently on their writing. During this time, I would move around the room, helping students solve problems and offering feedback on whatever part of the piece they are working on. I would encourage students to share their work with peers and give feedback at all stages of the writing process.

If I wanted to make the unit even more student-centered, I would provide the mini-lessons in written or video format and let students work through them at their own pace, without me teaching them. (To learn more about this approach, read this post on self-paced learning ).

As students begin to complete their essays, the mini-lessons would focus more on matters of style and usage. I almost never bother talking about spelling, punctuation, grammar, or usage until students have a draft that’s pretty close to done. Only then do we start fixing the smaller mistakes.

Step 7: Final Assessment

Finally, the finished essays are handed in for a grade. At this point, I’m pretty familiar with each student’s writing and have given them verbal (and sometimes written) feedback throughout the unit; that’s why I make the writer’s workshop phase last so long. I don’t really want students handing in work until they are pretty sure they’ve met the requirements to the best of their ability. I also don’t necessarily see “final copies” as final; if a student hands in an essay that’s still really lacking in some key areas, I will arrange to have that student revise it and resubmit for a higher grade.

So that’s it. If you haven’t had a lot of success teaching students to write persuasively, and if the approach outlined here is different from what you’ve been doing, give it a try. And let’s keep talking: Use the comments section below to share your techniques or ask questions about the most effective ways to teach argumentative writing.

Want this unit ready-made?

If you’re a writing teacher in grades 7-12 and you’d like a classroom-ready unit like the one described above, including mini-lessons, sample essays, and a library of high-interest online articles to use for gathering evidence, take a look at my Argumentative Writing unit. Just click on the image below and you’ll be taken to a page where you can read more and see a detailed preview of what’s included.

What to Read Next

Categories: Instruction , Podcast

Tags: English language arts , Grades 6-8 , Grades 9-12 , teaching strategies

58 Comments

This is useful information. In teaching persuasive speaking/writing I have found Monroe’s Motivated sequence very useful and productive. It is a classic model that immediately gives a solid structure for students.

Thanks for the recommendation, Bill. I will have to look into that! Here’s a link to more information on Monroe’s Motivated sequence, for anyone who wants to learn more: https://www.mindtools.com/pages/article/MonroeMotivatedSequence.htm

What other sites do you recommend for teacher use on providing effective organizational structure in argumentative writing? As a K-12 Curriculum Director, I find that when teachers connect with and understand the organizational structure, they are more effective in their teaching/delivery.

Hey Jessica, in addition to the steps outlined here, you might want to check out Jenn’s post on graphic organizers . Graphic organizers are a great tool that you can use in any phase of a lesson. Using them as a prewrite can help students visualize the argument and organize their thoughts. There’s a link in that post to the Graphic Organizer Multi-Pack that Jenn has for sale on her Teachers Pay Teachers site, which includes two versions of a graphic organizer you can use specifically for argument organization. Otherwise, if there’s something else you had in mind, let us know and we can help you out. Thanks!

Dear Jennifer Gonzalez,

You are generous with your gift of lighting the path… I hardly ever write (never before) , but I must today… THANK YOU… THANK YOU….THANK YOU… mostly for reading your great teachings… So your valuable teachings will even be easy to benefit all the smart people facing challenge of having to deal with adhd…

I am not a teacher… but forever a student…someone who studied English as 2nd language, with a science degree & adhd…

You truly are making a difference in our World…

Thanks so much, Rita! I know Jenn will appreciate this — I’ll be sure to share with her!

Love it! Its simple and very fruitful . I can feel how dedicated you are! Thanks alot Jen

Great examples of resources that students would find interesting. I enjoyed reading your article. I’ve bookmarked it for future reference. Thanks!

You’re welcome, Sheryl!

Students need to be writing all the time about a broad range of topics, but I love the focus here on argumentative writing because if you choose the model writing texts correctly, you can really get the kids engaged in the process and in how they can use this writing in real-world situations!

I agree, Laura. I think an occasional tight focus on one genre can help them grow leaps and bounds in the skills specific to that type of writing. Later, in less structured situations, they can then call on those skills when that kind of thinking is required.

This is really helpful! I used it today and put the recess article in a Google Doc and had the kids identify anecdotal, statistic, and ‘other’ types of evidence by highlighting them in three different colors. It worked well! Tomorrow we’ll discuss which of the different types of evidence are most convincing and why.

Love that, Shanna! Thanks for sharing that extra layer.

Greetings Ms. Gonzales. I was wondering if you had any ideas to help students develop the cons/against side of their argument within their writing? Please advise. Thanks.

Hi Michael,

Considering audience and counterarguments are an important part of the argumentative writing process. In the Argumentative Writing unit Jenn includes specific mini-lessons that teach kids how, when and where to include opposing views in their writing. In the meantime, here’s a video that might also be helpful.

Hi, Thank you very much for sharing your ideas. I want to share also the ideas in the article ‘Already Experts: Showing Students How Much They Know about Writing and Reading Arguments’ by Angela Petit and Edna Soto…they explain a really nice activity to introduce argumentative writing. I have applied it many times and my students not only love it but also display a very clear pattern as the results in the activity are quite similar every time. I hope you like it.

Lorena Perez

I’d like to thank you you for this excellence resource. It’s a wonderful addition to the informative content that Jennifer has shared.

What do you use for a prize?

I looked at the unit, and it looks and sounds great. The description says there are 4 topics. Can you tell me the topics before I purchase? We start argument in 5th grade, and I want to make sure the topics are different from those they’ve done the last 5 years before purchasing. Thanks!

Hi Carrie! If you go to the product page on TPT and open up the preview, you’ll see the four topics on the 4th page in more detail, but here they are: Social Networking in School (should social media sites be blocked in school?), Cell Phones in Class, Junk Food in School, and Single-Sex Education (i.e., genders separated). Does that help?

I teach 6th grade English in a single gendered (all-girls) class. We just finished an argument piece but I will definitely cycle back your ideas when we revisit argumentation. Thanks for the fabulous resources!

Glad to hear it, Madelyn!

I’m not a writing teacher and honestly haven’t been taught on how to teach writing. I’m a history teacher. I read this and found it helpful but have questions. First I noticed that amount of time dedicated to the task in terms of days. My questions are how long is a class period? I have my students for about 45 minutes. I also saw you mentioned in the part about self-paced learning that mini-lessons could be written or video format. I love these ideas. Any thoughts on how to do this with almost no technology in the room and low readers to non-readers? I’m trying to figure out how to balance teaching a content class while also teaching the common core skills. Thank you for any consideration to my questions.

Hey Jones, To me, a class period is anywhere from 45 minutes to an hour; definitely varies from school to school. As for the question about doing self-paced with very little tech? I think binders with written mini-lessons could work well, as well as a single computer station or tablet hooked up to a class set of videos. Obviously you’d need to be more diligent about rotating students in and out of these stations, but it’s an option at least. You might also give students access to the videos through computers in other locations at school (like the library) and give them passes to watch. The thing about self-paced learning, as you may have seen in the self-paced post , is that if students need extra teacher support (as you might find with low readers or non-readers), they would spend more one-on-one time with the teacher, while the higher-level students would be permitted to move more quickly on their own. Does that help?

My primary goal for next semester is to increase academic discussion and make connections from discussion to writing, so I love how you launch this unit with lessons like Philosophical Chairs. I am curious, however, what is the benefit of the informal argument before the not-so-informal argument? My students often struggle to listen to one another, so I’m wondering if I should start with the more formal, structured version. Or, am I overthinking the management? Thanks so much for input.

Yikes! So sorry your question slipped through, and we’re just now getting to this, Sarah. The main advantage of having kids first engage in informal debate is that it helps them get into an argumentative mindset and begin to appreciate the value of using research to support their claims. If you’ve purchased the unit, you can read more about this in the Overview.

My 6th graders are progressing through their argumentative essay. I’m providing mini lessons along the way that target where most students are in their essay. Your suggestions will be used. I’ve chosen to keep most writing in class and was happy to read that you scheduled a lot of class time for the writing. Students need to feel comfortable knowing that writing is a craft and needs to evolve over time. I think more will get done in class and it is especially important for the struggling writers to have peers and the teacher around while they write. Something that I had students do that they liked was to have them sit in like-topic groups to create a shared document where they curated information that MIGHT be helpful along the way. By the end of the essay, all will use a fantastic add-on called GradeProof which helps to eliminate most of the basic and silly errors that 6th graders make.

Debbi! I LOVE the idea of a shared, curated collection of resources! That is absolutely fantastic! Are you using a Google Doc for this? Other curation tools you might consider are Padlet and Elink .

thanks v much for all this information

Love this! What do you take as grades in the meantime? Throughout this 2 week stretch?

Ideally, you wouldn’t need to take grades at all, waiting until the final paper is done to give one grade. If your school requires more frequent grades, you could assign small point values for getting the incremental steps done: So in Step 3 (when students have to write a paragraph stating their point of view) you could take points for that. During the writer’s workshop phase, you might give points for completion of a rough draft and participation points for peer review (ideally, they’d get some kind of feedback on the quality of feedback they give to one another). Another option would be to just give a small, holistic grade for each week based on the overall integrity of their work–are they staying on task? Making small improvements to their writing each day? Taking advantage of the resources? If students are working diligently through the process, that should be enough. But again, the assessment (grades) should really come from that final written product, and if everyone is doing what they’re supposed to be doing during the workshop phase, most students should have pretty good scores on that final product. Does that help?

Awesome Step 2! Teaching mostly teenagers in Northern Australia I find students’ verbal arguments are much more finely honed than their written work.

To assist with “building the base” I’ve always found sentence starters an essential entry point for struggling students. We have started using the ‘PEARL’ method for analytical and persuasive writing.

If it helps here a free scaffold for the method:

https://www.teacherspayteachers.com/Product/FREE-Paragraph-Scaffold-PEEL-to-PEARL-3370676

Thanks again,

Thank you for sharing this additional resource! It’s excellent!

I’ve been scouring the interwebs looking for some real advice on how I can help my struggling 9th grader write better. I can write. Since it comes naturally for me, I have a hard time breaking it down into such tiny steps that he can begin to feel less overwhelmed. I LOVE the pre-writing ideas here. My son is a fabulous arguer. I need to help him use those powers for the good of his writing skills. Do you have a suggestion on what I else I can be using for my homeschooled son? Or what you may have that could work well for home use?

Hi Melinda,

You might be interested in taking a look at Jenn’s Argumentative Writing unit which she mentions at the end of the post . Hope this helps!

Mam it would be good if you could post some steps of different writing and some samples as well so it can be useful for the students.

Hi Aalia! My name is Holly, and I work as a Customer Experience Manager for Cult of Pedagogy. It just so happens that in the near future, Jenn is going to release a narrative writing unit, so keep an eye out for that! As far as samples, the argumentative writing unit has example essays included, and I’m sure the narrative unit will as well. But, to find the examples, you have to purchase the unit from Teachers Pay Teachers.

I just want to say that this helped me tremendously in teaching argument to 8th Graders this past school year, which is a huge concept on their state testing in April. I felt like they were very prepared, and they really enjoyed the verbal part of it, too! I have already implemented these methods into my unit plan for argument for my 11th grade class this year. Thank you so much for posting all of these things! : )

-Josee` Vaughn

I’m so glad to hear it, Josee!!

Love your blog! It is one of the best ones.

I am petrified of writing. I am teaching grade 8 in September and would love some suggestions as I start planning for the year. Thanks!

This is genius! I can’t wait to get started tomorrow teaching argument. It’s always something that I have struggled with, and I’ve been teaching for 18 years. I have a class of 31 students, mostly boys, several with IEPs. The self-paced mini-lessons will help tremendously.

So glad you liked it, Britney!

My students will begin the journey into persuasion and argument next week and your post cemented much of my thinking around how to facilitate the journey towards effective, enthusiastic argumentative writing.

I use your rubrics often to outline task expectations for my students and the feedback from them is how useful breaking every task into steps can be as they are learning new concepts.

Additionally, we made the leap into blogging as a grade at https://mrsdsroadrunners.edublogs.org/2019/01/04/your-future/ It feels much like trying to learn to change a tire while the car is speeding down the highway. Reading your posts over the past years was a factor in embracing the authentic audience. Thank You! Trish

I love reading and listening to your always helpful tips, tricks, and advice! I was wondering if you had any thoughts on creative and engaging ways to have students share their persuasive writing? My 6th students are just finishing up our persuasive writing where we read the book “Oh, Rats” by Albert Marrin and used the information gathered to craft a persuasive piece to either eliminate or protect rats and other than just reading their pieces to one another, I have been trying to think of more creative ways to share. I thought about having a debate but (un)fortunately all my kids are so sweet and are on the same side of the argument – Protect the Rats! Any ideas?

Hi Kiley! Thanks for the positive feedback! So glad to hear that you are finding value in Cult of Pedagogy! Here are a few suggestions that you may be interested in trying with your students:

-A gallery walk: Students could do this virtually if their writing is stored online or hard copies of their writing. Here are some different ways that you could use gallery walks: Enliven Class Discussions With Gallery Walks

-Students could give each other feedback using a tech tool like Flipgrid . You could assign students to small groups or give them accountability partners. In Flipgrid, you could have students sharing back and forth about their writing and their opinions.

I hope this helps!

I love the idea of mentor texts for all of these reading and writing concepts. I saw a great one on Twitter with one text and it demonstrated 5-6 reasons to start a paragraph, all in two pages of a book! Is there a location that would have suggestions/lists of mentor texts for these areas? Paragraphs, sentences, voice, persuasive writing, expository writing, etc. It seems like we could share this info, save each other some work, and curate a great collection of mentor text for English Language Arts teachers. Maybe it already exists?

Hi Maureen,

Here are some great resources that you may find helpful:

Craft Lessons Second Edition: Teaching Writing K-8 Write Like This: Teaching Real-World Writing Through Modeling and Mentor Texts and Mentor Texts, 2nd edition: Teaching Writing Through Children’s Literature, K-6

Thanks so much! I’ll definitely look into these.

I love the steps for planning an argumentative essay writing. When we return from Christmas break, we will begin starting a unit on argumentative writing. I will definitely use the steps. I especially love Step #2. As a 6th grade teacher, my students love to argue. This would set the stage of what argumentative essay involves. Thanks for sharing.

So glad to hear this, Gwen. Thanks for letting us know!

Great orientation, dear Jennifer. The step-by-step carefully planned pedagogical perspectives have surely added in the information repository of many.

Hi Jennifer,

I hope you are well. I apologise for the incorrect spelling in the previous post.

Thank you very much for introducing this effective instruction for teaching argumentative writing. I am the first year PhD student at Newcastle University, UK. My PhD research project aims to investigate teaching argumentative writing to Chinese university students. I am interested in the Argumentative Writing unit you have designed and would like to buy it. I would like to see the preview of this book before deciding to purchase it. I clicked on the image BUT the font of the preview is so small and cannot see the content clearly. I am wondering whether it could be possible for you to email me a detailed preview of what’s included. I would highly appreciate if you could help me with this.

Thank you very much in advance. Looking forward to your reply.

Take care and all the very best, Chang

Hi Chang! Jenn’s Argumentative Writing Unit is actually a teaching unit geared toward grades 7-12 with lessons, activities, etc. If you click here click here to view the actual product, you can click on the green ‘View Preview’ button to see a pretty detailed preview of what’s offered. Once you open the preview, there is the option to zoom in so you can see what the actual pages of the unit are like. I hope this helps!

Great Content!

Another teacher showed me one of your posts, and now I’ve read a dozen of them. With teaching students to argue, have you ever used the “What’s going on in this picture?” https://www.nytimes.com/column/learning-whats-going-on-in-this-picture?module=inline I used it last year and thought it was a non-threatening way to introduce learners to using evidence to be persuasive since there was no text.

I used to do something like this to help kids learn how to make inferences. Hadn’t thought of it from a persuasive standpoint. Interesting.

this is a very interesting topic, thanks!

Hi! I’m a teacher too! I was looking for inspiration and I found your article and thought you might find this online free tool interesting that helps make all students participate meaningfully and engage in a topic. https://www.kialo-edu.com/

This tool is great for student collaboration and to teach argumentative writing in an innovative way. I hope this helps!

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Five-Paragraph Essay Lesson Plan: Producing Writing

*Click to open and customize your own copy of the Five-Paragraph Essay Lesson Plan .

This lesson accompanies the BrainPOP topic, Five-Paragraph Essay , and supports the standard of developing an organized piece of writing with a clear thesis, relevant details, and a concluding statement. Students demonstrate understanding through a variety of projects.

Step 1: ACTIVATE PRIOR KNOWLEDGE

As a class, or individually, have students read Tim’s model essay, The Case For a Longer School Year. Ask:

• What argument is Tim making in his essay?
• What are his reasons or evidence for his argument?
• Is Tim’s argument persuasive? Why or why not?
• What is the purpose of the first paragraph? middle paragraphs? Last paragraph?

Step 2: BUILD KNOWLEDGE

• Read aloud the description on the Five-Paragraph Essay topic page . 
• Play the Movie , pausing to check for understanding.

Step 3: APPLY and ASSESS 

Assign the Five-Paragraph Essay Quiz , prompting students to apply essential literacy skills while demonstrating what they learned about this topic.

Step 4: DEEPEN and EXTEND

Students express what they learned about writing five-paragraph essays while practicing essential literacy skills with one or more of the following activities. Differentiate by assigning ones that meet individual student needs.

• Make-a-Movie : Produce a movie where you present a persuasive argument that follows the format of a five-paragraph essay. 
• Make-a-Map : Create a concept map that shows the features of each paragraph in a five-paragraph essay. 
• Creative Coding : Code a meme that shows the benefits of using the five-paragraph essay format.

More to Explore

Related BrainPOP Topics : Deepen understanding of the writing process with these topics: Types of Writing , Writing in Sequence , Research , and Outlines . 

Teacher Support Resources:

• Pause Point Overview : Video tutorial showing how Pause Points actively engage students to stop, think, and express ideas.  
• Learning Activities Modifications : Strategies to meet ELL and other instructional and student needs.
• Learning Activities Support : Resources for best practices using BrainPOP.

Lesson Plan Common Core State Standards Alignments

• BrainPOP Jr. (K-3)
• BrainPOP ELL
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Can You Convince Me? Developing Persuasive Writing

• Resources & Preparation
• Instructional Plan
• Related Resources

Persuasive writing is an important skill that can seem intimidating to elementary students. This lesson encourages students to use skills and knowledge they may not realize they already have. A classroom game introduces students to the basic concepts of lobbying for something that is important to them (or that they want) and making persuasive arguments. Students then choose their own persuasive piece to analyze and learn some of the definitions associated with persuasive writing. Once students become aware of the techniques used in oral arguments, they then apply them to independent persuasive writing activities and analyze the work of others to see if it contains effective persuasive techniques.

Featured Resources

From theory to practice.

• Students can discover for themselves how much they already know about constructing persuasive arguments by participating in an exercise that is not intimidating.  
• Progressing from spoken to written arguments will help students become better readers of persuasive texts.

Common Core Standards

This resource has been aligned to the Common Core State Standards for states in which they have been adopted. If a state does not appear in the drop-down, CCSS alignments are forthcoming.

State Standards

This lesson has been aligned to standards in the following states. If a state does not appear in the drop-down, standard alignments are not currently available for that state.

NCTE/IRA National Standards for the English Language Arts

• 4. Students adjust their use of spoken, written, and visual language (e.g., conventions, style, vocabulary) to communicate effectively with a variety of audiences and for different purposes.
• 5. Students employ a wide range of strategies as they write and use different writing process elements appropriately to communicate with different audiences for a variety of purposes.

Materials and Technology

• Computers with Internet access  
• PowerPoint  
• LCD projector (optional)  
• Chart paper or chalkboard  
• Sticky notes  
• Persuasive Strategy Presentation
• Persuasion Is All Around You  
• Persuasive Strategy Definitions  
• Check the Strategies  
• Check the Strategy  
• Observations and Notes  
• Persuasive Writing Assessment

Preparation

Student objectives.

Students will

• Work in cooperative groups to brainstorm ideas and organize them into a cohesive argument to be presented to the class  
• Gain knowledge of the different strategies that are used in effective persuasive writing  
• Use a graphic organizer to help them begin organizing their ideas into written form  
• Apply what they have learned to write a persuasive piece that expresses their stance and reasoning in a clear, logical sequence  
• Develop oral presentation skills by presenting their persuasive writing pieces to the class  
• Analyze the work of others to see if it contains effective persuasive techniques

Session 1: The Game of Persuasion

Home/School Connection: Distribute Persuasion Is All Around You . Students are to find an example of a persuasive piece from the newspaper, television, radio, magazine, or billboards around town and be ready to report back to class during Session 2. Provide a selection of magazines or newspapers with advertisements for students who may not have materials at home. For English-language learners (ELLs), it may be helpful to show examples of advertisements and articles in newspapers and magazines.

Session 2: Analysis of an Argument

Home/School Connection: Ask students to revisit their persuasive piece from Persuasion Is All Around You . This time they will use Check the Strategies to look for the persuasive strategies that the creator of the piece incorporated. Check for understanding with your ELLs and any special needs students. It may be helpful for them to talk through their persuasive piece with you or a peer before taking it home for homework. Arrange a time for any student who may not have the opportunity to complete assignments outside of school to work with you, a volunteer, or another adult at school on the assignment.

Session 3: Persuasive Writing

Session 4: presenting the persuasive writing.

• Endangered Species: Persuasive Writing offers a way to integrate science with persuasive writing. Have students pretend that they are reporters and have to convince people to think the way they do. Have them pick issues related to endangered species, use the Persuasion Map as a prewriting exercise, and write essays trying to convince others of their points of view. In addition, the lesson “Persuasive Essay: Environmental Issues” can be adapted for your students as part of this exercise.  
• Have students write persuasive arguments for a special class event, such as an educational field trip or an in-class educational movie. Reward the class by arranging for the class event suggested in one of the essays.

Student Assessment / Reflections

• Compare your Observations and Notes from Session 4 and Session 1 to see if students understand the persuasive strategies, use any new persuasive strategies, seem to be overusing a strategy, or need more practice refining the use of a strategy. Offer them guidance and practice as needed.  
• Collect both homework assignments and the Check the Strategy sheets and assess how well students understand the different elements of persuasive writing and how they are applied.  
• Collect students’ Persuasion Maps and use them and your discussions during conferences to see how well students understand how to use the persuasive strategies and are able to plan their essays. You want to look also at how well they are able to make changes from the map to their finished essays.  
• Use the Persuasive Writing Assessment to evaluate the essays students wrote during Session 3.
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The Persuasion Map is an interactive graphic organizer that enables students to map out their arguments for a persuasive essay or debate.

This interactive tool allows students to create Venn diagrams that contain two or three overlapping circles, enabling them to organize their information logically.

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How to Teach Essay Writing

A guide on how to teach essay writing skills from the ground up

Jagseer S Sidhu / Wikimedia Commons / CC BY 4.0

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As ESL students become more fluent, it's time to focus on how to use that fluency in specific tasks, such as making a presentation or writing an essay. The advanced topics you choose should depend upon what your students have planned for the future. In classes with mixed objectives, there's a need for balance to make sure that students who don't necessarily need the task at hand still profit from the lesson.

This is never truer than when teaching essay writing skills. Classes that are preparing for academic English objectives require the skills while " business English ," or English for specific purposes classes, might find the entire exercise a waste of their time. Chances are, you have a mixed class, so it is recommended to tie essay writing skills to other important skills — such as using equivalencies, the proper use of linking language, and sequencing in writing. Students not interested in essay writing skills will gain valuable experience in developing these skills regardless of the task.

Build Toward Essay Writing Skills

Start by modeling clear writing at the sentence level. The best way to approach essay writing skills is to start at the sentence level. Once students have learned to compose simple, compound, and complex sentences, they will have the tools necessary to write longer documents such as essays, business reports , formal emails, and so on. All students will find this help invaluable.

Focus on Equivalencies

I find the best place to start is with equivalencies. Before moving on, make sure students understand sentence types by writing a simple, compound, and complex sentence on the board.

Simple sentence: Mr. Smith visited Washington three years ago.

Compound sentence: Anna advised him against the idea, but he decided to go nonetheless.

Complex sentence: Since he was in Washington, he took the time to visit the Smithsonian.

Build up students' knowledge of equivalencies by beginning with FANBOYS ( coordinating conjunctions ), moving on to subordinating conjunctions, and finishing with other equivalencies, such as preposition and conjunctive adverbs.

Focus on Linking Language

Next, students will need to link their language, creating organization through the use of linking language, including sequencing. It helps to write out processes at this point. Ask students to think of some process, then use sequencing language to connect the dots. It's a good idea to ask students to use both numberings in a sequence of steps and linking through time words.

Writing Essay Practice

Now that students understand how to combine sentences into larger structures, it's time to move on to writing essays. Provide a simple essay to students and ask them to identify various structures and written objectives:

• Underline linking language
• Find examples of FANBOYS, subordinating conjunctions , conjunctive adverbs, etc.
• What is the main idea of the essay?
• How does the essay seem to be organized?
• Essays generally contain an introduction, body, and conclusion. Can you identify each?

I like to help students by first explaining that an essay is like a hamburger. It's certainly a crude analogy, but students seem to get the idea of the intro and conclusion being like the buns, while the content is the good stuff.

Essay Writing Lesson Plans

There are a number of lesson plans and resources on this site that help with the many steps involved in developing the necessary writing skills. To focus on combining simple sentences into more compound structures, use a ​simple-to-compound sentence worksheet. Once students are comfortable at the sentence level, proceed from brainstorming through outlining to final essay production.

Challenges With Teaching Essay Writing

As previously stated, the main issue with essay writing is that it is not really necessary for every student. Another issue is that traditional five-paragraph essays are certainly a little old school. However, I still feel that understanding the structure of your basic hamburger essay will serve students well when putting together future written work.

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• ELA G5:M3:U2:L10

Writing an Opinion Essay: Planning

In this lesson, daily learning targets, ongoing assessment.

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These are the CCS Standards addressed in this lesson:

• W.5.1: Write opinion pieces on topics or texts, supporting a point of view with reasons and information.
• W.5.1a: Introduce a topic or text clearly, state an opinion, and create an organizational structure in which ideas are logically grouped to support the writer's purpose.
• W.5.1b: Provide logically ordered reasons that are supported by facts and details.
• W.5.4: Produce clear and coherent writing in which the development and organization are appropriate to task, purpose, and audience.
• W.5.5: With guidance and support from peers and adults, develop and strengthen writing as needed by planning, revising, editing, rewriting, or trying a new approach.
• W.5.9: Draw evidence from literary or informational texts to support analysis, reflection, and research.
• W.5.9b: Apply grade 5 Reading standards to informational texts (e.g., "Explain how an author uses reasons and evidence to support particular points in a text, identifying which reasons and evidence support which point[s]"").
• SL.5.1: Engage effectively in a range of collaborative discussions (one-on-one, in groups, and teacher-led) with diverse partners on grade 5 topics and texts, building on others' ideas and expressing their own clearly.
• I can plan an essay that states an opinion and has reasons that are supported by facts and details. ( W.5.1, W.5.4, W.5.9b )
• I can give kind, helpful, and specific feedback to my partner. ( W.5.5, SL.5.1 )
• Opinion Writing Planning graphic organizer ( W.5.1, W.5.4, W.5.5, W.5.9b )
• Strategically pair students for the peer critique in the Closing with at least one strong reader per pair.
• Review the Opinion Writing Checklist ( see the Tools page ).
• Post: Learning targets and applicable anchor charts (see Materials list).

Tech and Multimedia

• Continue to use the technology tools recommended throughout Modules 1-2 to create anchor charts to share with families; to record students as they participate in discussions and protocols to review with students later and to share with families; and for students to listen to and annotate text, record ideas on note-catchers, and word-process writing.

Supports guided in part by CA ELD Standards 5.I.A.1, 5.I.A.3, 5.I.A.4, 5.I.A.5, 5.I.C.10, 5.I.C.11, 5.I.C.12, 5.II.A.1, 5.II.A.2, 5.II.C.6 , and 5.II.C.7

Important points in the lesson itself

• The basic design of this lesson supports ELLs by referring to the Factors for Success anchor chart from Unit 1 to plan their essays, inviting students to draw on conclusions from the text-based discussion to form their focus statements, allowing time for discussion throughout the lesson, and explicitly reviewing the characteristics of opinion writing as a class.
• ELLs may find it challenging to go from annotating the Model Essay: Branch Rickey in Work Time A to planning their own opinion essays with the graphic organizer in Work Time B without having seen this process modeled. Consider filling in the graphic organizer with components of the model essay in Work Time A, providing students with concrete examples to refer to during their planning (see Meeting Students' Needs).

Levels of support

For lighter support:

• Encourage students to use the focus structure from the Language Dive in Lesson 9, but it was _____, to write their focus statement, supporting students in using linking words and phrases to connect ideas. Challenge students to think of more than one way they could use this linking language to write their focus statement.

For heavier support:

• Consider color-coding the text in the displayed Opinion Writing Planning graphic organizer to match the corresponding information in the Painted Essay(r) template, signaling the information that goes in each section. For example, in the introduction paragraph box, the text "What context do you need to give to your reader?" would be color-coded red; "State your opinion:" would be green; all text in "Proof Paragraph 1" would be yellow; etc.
• Multiple Means of Representation (MMR): Students provide kind, helpful, and specific feedback during a peer critique of their opinion writing planning. As this familiar learning target is displayed, consider inviting students to share examples of this type of feedback from previous lessons and note their responses for visual display.
• Multiple Means of Action and Expression (MMAE): Continue to support a range of fine motor abilities and writing needs by offering students options for writing utensils. Also, consider supporting students' expressive skills by offering partial dictation of student responses.
• Multiple Means of Engagement (MME): Since peer review can be threatening to some students, continue to emphasize the benefits of peer review and feedback for all students. Make this activity relevant by reminding students that writers have editors who provide feedback for their writing through each step in the writing process, which improves their writing.

Key:  Lesson-Specific Vocabulary  (L);  Text-Specific Vocabulary  (T);  Vocabulary Used in Writing  (W)

• states, support, specific, reason, evidence, use my strengths (L)
• Close Readers Do These Things anchor chart (begun in Module 1)
• Academic Word Wall (begun in Module 1)
• Vocabulary logs (from Module 1; one per student)
• Opinion Writing Planning graphic organizer (one per student and one to display)
• Model Essay: Branch Rickey (from Lesson 9; one per student and one to display)
• Working to Become Effective Learners anchor chart (begun in Module 1)
• Directions for Opinion Essay (from Lesson 9; one per student and one to display)
• Opinion Writing Checklist (from Lesson 9; one per student and one to display)
• Colored pencils (green, yellow, blue; one of each color per student)
• Preparing for a Text-Based Discussion: Jackie Robinson note-catcher (from Lesson 7; one per student)
• Discussion Notes Form: Jackie Robinson (from Lesson 8; one per student)
• Promises to Keep (from Unit 1, Lesson 1; one per student)
• "This I Believe: Free Minds and Hearts at Work" (text; from Lesson 2; one per student)
• Listening Closely: "Jackie Robinson: Royals to Obamas" note-catcher (from Lesson 4; one per student)
• Factor for Success anchor charts (begun in Unit 1)
• Domain-Specific Word Wall (begun in Unit 1, Lesson 1)
• Opinion Writing Planning graphic organizer (example, for teacher reference)
• Sticky notes (two per student)
• Working to Contribute to a Better World anchor chart (begun in Module 1)
• Directions for Peer Critique (from Module 1; one to display)
• Peer Critique Protocol anchor chart (begun in Module 1)
• Language Dive I Practice: Model Essay: Branch Rickey homework (from Lesson 9; one per student)
• Language Dive I Practice: Model Essay: Branch Rickey homework (example, for teacher reference)

Each unit in the 3-5 Language Arts Curriculum has two standards-based assessments built in, one mid-unit assessment and one end of unit assessment. The module concludes with a performance task at the end of Unit 3 to synthesize their understanding of what they accomplished through supported, standards-based writing.

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Writing curriculum

Argumentative Writing Unit

Writing prompts, lesson plans, webinars, mentor texts and a culminating contest, all to inspire your students to tell us what matters to them.

By The Learning Network

Unit Overview

On our site, we’ve been offering teenagers ways to tell the world what they think for over 20 years. Our student writing prompt forums encourage them to weigh in on current events and issues daily, while our contests have offered an annual outlet since 2014 for formalizing those opinions into evidence-based essays.

In this unit, we’re bringing together all the resources we’ve developed along the way to help students figure out what they want to say, and how to say it effectively.

Here is what this unit offers, but we would love to hear from both teachers and students if there is more we could include. Let us know in the comments, or by writing to [email protected].

Start With Our Prompts for Argumentative Writing

How young is too young to use social media? Should students get mental health days off from school? Is $1 billion too much money for any one person to have?

These are the kinds of questions we ask every day on our site. In 2017 we published a list of 401 Prompts for Argumentative Writing categorized to provoke thinking on aspects of contemporary life from social media to sports, politics, gender issues and school. In 2021, we followed it up with 300 Questions and Images to Inspire Argument Writing , which catalogs all our argument-focused Student Opinion prompts since then, plus our more accessible Picture Prompts.

Teachers tell us their students love looking at these lists, both to inspire their own writing and to find links to reliable sources about the issues that intrigue them. In fact, every year we get many contest submissions that grow directly out of these questions. Several, like this one , have even gone on to win.

But even if you’re not participating in our contest, you might use these prompts to invite the kind of casual, low-stakes writing that can help your students build skills — in developing their voices, making claims and backing them up with solid reasoning and evidence.

And, if your students respond to our most recent prompts by posting comments on our site, they can also practice making arguments for an authentic audience of fellow students from around the world. Each week we choose our favorites to honor in our Current Events Conversation column .

Find Lesson Plans on Every Aspect of Argument Writing

Over the years, we’ve published quite a few lesson plans to support our annual argument writing contests — so many, in fact, that we finally rounded them all up into one easy list.

In “ 10 Ways to Teach Argument-Writing With The New York Times ,” you’ll find resources for:

Exploring the role of a newspaper opinion section

Understanding the difference between fact and opinion

Analyzing the use of rhetorical strategies like ethos, pathos and logos

Working with claims, evidence and counterarguments

Helping students discover the issues that matter to them

Breaking out of the “echo chamber” when researching hot-button issues

Experimenting with visual argument-making

In 2021, we also developed An Argumentative-Writing Unit for Students Doing Remote Learning that can help teenagers guide their own learning.

Teach and Learn With Mentor Texts

You probably already know that you can find arguments to admire — and “writer’s moves” to emulate — all over the Times Opinion section . But have you thought about using the work of our previous Student Editorial Contest winners as mentor texts too?

Here are ways to use both:

Learn from the Op-Ed columnist Nicholas Kristof’s writing process : One edition of our “Annotated by the Author” Mentor Text series is by Mr. Kristof. See what he has to say about the writing challenges he faced in a recent column and how he did the kinds of things students will have to do, too, from fact-checking to fixing grammar errors to balancing storytelling with making a larger point.

Get to know one writer’s rhetorical style : Many teachers use an “adopt a columnist” method, inviting students to focus on the work of one of the Times Opinion columnists to get to know his or her issues and rhetorical style. In 2019, an English teacher in Connecticut wrote for our site about how he does this exercise, in which his students choose from among columnists at The Times, The Washington Post and The Wall Street Journal.

Use the work of teenage winners to help your students identify “writer’s moves” they can borrow: Teachers have told us there is no better way to prepare students to enter our contest than to have them examine the work of previous winners.

On our current site, you can find the essays of the top winners and the runners-up from 2017-202 3. Invite your students to read one and answer the questions we pose in all our Mentor Texts columns : “What do you notice or admire about this piece? What lessons might it have for your writing?” Then, have them borrow one or more of this student’s “writer’s moves” and imitate it in their own work.

We have also published two Learning Network books , one that collects 100 of the best student essays from this contest all in one place, categorized by subjects like “Teenage Life Online,” “Gender and Sexuality” and “Sports and Gaming,” and the other a related teacher’s guide to using them in the classroom.

Here is a roundup of ideas from 17 teachers and students for ways to use these “authentic, powerful and unafraid” student essays in several classroom contexts.

Finally, two new entries in our Annotated by the Author series feature student editorial contest winners from 2020 discussing their work and sharing tips: Ananya Udaygiri on “How Animal Crossing Will Save the World” and Abel John on “Collar the Cat!”

Get Practical Tips From Our Related Videos and Webinars

The video above, “ How to Write an Editorial ,” is only three minutes long, but in it Andy Rosenthal, the former editor of the Times Opinion page, gives students seven great pieces of advice.

Both students and teachers are welcome to watch our popular on-demand 2017 webinar, “ Write to Change the World: Crafting Persuasive Pieces With Help From Nicholas Kristof and the Times Op-Ed Page ,” which includes a wealth of practical tips from Mr. Kristof, as well as from Kabby Hong, a Wisconsin English teacher who works with this contest annually, and his student, Daina Kalnina, whose 2017 essay was one of our top winners that year.

Finally, you can watch our 2021 on-demand webinar, Teaching Argumentative Writing , that focuses on two key steps in the process: finding your argument, and using evidence to support it. You will also get broad overview of how to use our writing prompts and the work of our student winners to help your own students find topics they care about, and craft solid arguments around them. You can also watch an edited version of this webinar below.

Enter Our New Student Open Letter Contest: March 13-April 17, 2024

The culmination of this unit? Our new Open Letter Contest.

An open letter is a published letter of protest or appeal usually addressed to an individual but intended for the general public. Martin Luther King’s Letter From Birmingham Jail , the recent letter signed by over 1,000 tech leaders about the dangers of A.I. and this funny 2020 letter addressed to Harry and Meghan are all examples of this rich tradition.

Just as we did for our long-running Editorial Contest, we invite students to make an argument in 450 words about something that matters to them, and persuade us that we should care, too. But this time, students must address themselves to a specific target audience or recipient, institution or group — one that has the power to make meaningful change.

Whether students choose their parents, teachers, school board members or mayor; a member of Congress; the head of a corporation; or a metonym like “Silicon Valley” or “The Kremlin,” they should ask themselves, What do I care about? Who can make changes, big or small, local or global, to address my issue or problem? What specifically do I want them to understand and do? And how can I write this as an “open letter,” meaningful not just to me and the recipient, but to a general audience?

More information will be published soon. Until then, you can find ideas and inspiration in our related writing unit and via the work of past Editorial winners .

As always, all student work will be read by our staff, volunteers from the Times Opinion section, and/or by educators from around the country. Winners will have their work published on our site and, perhaps, in the print New York Times.

5 Top Persuasive Writing Lesson Plans for Students and Teachers

The purpose of any persuasive writing text is to persuade the reader of a particular point of view or to take a specific course of action. Persuasive texts come in many different forms, including, but not limited to, essays, editorials, letters, advertisements, and reviews. While persuasive texts come in many shapes and sizes, they all share standard features.

Persuasive texts employ a wide variety of different rhetorical strategies and techniques to achieve their ends. For example, they’ll use emotive language and rhetorical questions. Images are sometimes used to entice or appeal to the reader or viewer. 

Advertising is one key form of persuasive writing . It makes vigorous use of all the tools in the persuasive writing toolbox as it strives to sell goods or services to the reader.

In this article, you’ll learn how to take your students from reluctant salespersons to master marketers in a lightning-fast five days. 

Students will first learn how the various persuasive strategies work before incorporating them into their advertisements. We have comprehensive guides to persuasive writing and advertisements you should explore also.

So, let’s get started!

Persuasive Writing Lesson Plan 1: Identify the Key Features of Adverts

Before your students will be able to produce their own well-written advertisements, they’ll need to be well-versed in all the tricks up the skilful salesperson’s sleeves.

One of the most productive ways for students to do this is through reverse engineering.

Organize your students into small groups or pairs and distribute print advertisements gleaned from various sources such as magazines, newspapers, and posters. You could also show projections of some sample advertisements projected onto the whiteboard to facilitate this exercise.

Now, ask the students to examine the advertisements and answer the following question: 

What techniques do the advertisers use to get our attention?

Challenge the students to go beyond the pretty obvious features of advertisements, e.g. branding, slogans, and testimonials, to also look at more subtle techniques such as the use and interplay of images and various other effects created by language choices and figurative devices. 

When the students have finished their discussions, give them feedback as a whole class and use their responses to compile a master list of the various features they have identified. 

Some features suggested by the class might include:

• Emotive language
• Exaggeration
• Appealing adjectives
• Powerful verbs
• Strong adverbs
• Contact details
• Alliteration
• Rhetorical questions
• Testimonials

Once you have compiled a master list of persuasive strategies and techniques used in advertising, these can handily be turned into checklists that the students can use when producing their own advertisements later.

Persuasive Writing Lesson Plan 2: Analyze an Advert

Now, the students have a solid understanding of the different features of advertisements and a checklist to work from; it’s time for them to analyze an advert in more detail. 

Not only will this prove a valuable exercise to help prepare your students for producing their own advertisements later in the week, but it will also serve as an excellent task to improve your students’ media literacy skills. It may even help to innoculate them from media manipulation in the future.

To get started on their advertisement analysis, they’ll need to source a suitable advertisement to look at in detail. 

Older and higher-ability students may be fit to make their own choices regarding which advertisement to analyze. If this is the case, perhaps they can choose an advert for a product they like or a product or service in a category that interests them greatly. 

Allowing your students some say in the ads they analyze will help fuel their interest and enthusiasm when creating their own advertisements later.

However, it might be best to choose a sample advertisement for younger students and those of lower ability – or at least offer a pre-vetted, limited choice. They will most likely have enough to contend with already!

When students have a suitable advertisement to hand, please encourage them to use their checklist from yesterday’s lesson to explore how the ad works. The students should then write a paragraph identifying the various techniques used in the advertisement and their effect.

Challenge the students to write another paragraph or two, considering what makes the advertisement work – or not, as the case may be. Ask them to consider where the advertisement could be improved. Could the slogan be catchier? How about the logo? Does it convey the brand’s identity appropriately? Are the images used in the advertisement optimal?

When the students have finished their paragraphs, they can display their advert and their analysis and share their thoughts with the class.

Persuasive Writing Lesson Plan 3: Plan an Advertisement

At this stage, your students should have a good understanding of many of the main features of advertisements and had plenty of opportunities to see examples of these in action. Now it’s time for them to begin to plan for writing their own advertisements. Here are some areas for your students to think about when starting the planning process.

The Purpose and Audience

Like any other writing type, students will need to identify both the purpose and the audience for their advertisements bef ore putting pen to paper.

The purpose of any advertisement is to sell goods or services. Precisely what goods or services are being sold is the first question that needs to be answered.

Students might like to focus on the goods or services advertised in the adverts they’ve been exploring over the previous two days. Or, if they prefer, they might like to choose something new entirely.

Once they’ve chosen what they’re selling, students will need to identify who they will sell it to. Scattershot advertisements that attempt to sell to everyone often end up selling to no one.

One effective way to help focus an advert is to define a ‘buyer persona’ first. This is a profile of the hypothetical buyer who the ad will target.

Students can consider the following characteristics to help them develop their buyer’s persona:

• Education level
• Marital status
• Likes/Dislikes
• Who they trust
• What they read/watch

The Brand Name

The next stage is for the student to decide on a name for their company. This should usually be something relatively short and memorable, and appealing to the target audience.

Generally, the student will need to come up with at least four or five ideas first. They can then choose the best. 

It can be a helpful practice for the student to look at the brand names for companies selling similar goods and services. A little internet research will be beneficial here.

Now it’s time for students to jot down ideas for their brand’s slogan. Slogans are short and punchy phrases that help make brands more memorable for customers. 

Slogans often employ literary devices such as alliteration, puns, or rhyme. They don’t always have to be the most meaningful things in the world; it’s more important that they’re memorable. Think Nike’s Just to Do It or McDonald’s I’m Lovin’ It – not the most meaning-rich phrases in the world but instantly recognizable!

The Body Copy

This part of the advertisement will contain the bulk of the writing. It’s where the students will get to use the various techniques and strategies they’ve explored in the previous activities.

Despite containing most of the ad’s text, advertising copy is usually concise and to the point. Student’s should strive to get the main points across in the fewest words possible. Nothing turns readers off faster than impenetrable walls of text.

To help organize the text, students may use bullet points and subheadings. They should be sure to include any specific information or specifications that they want the reader to know about the product or service. 

The language chosen should also be appropriate for speaking to the audience that they have defined earlier.

The Call to Action

The Call to Action – commonly referred to as the CTA , usually comes at the end of an advertisement.

The CTA typically comprises a few sentences that invite the reader to take a particular course of action. Normally, to buy the advertised goods or service.

However, not all CTAs focus on getting the reader to make an immediate purchase. Some, for example, aim to get the reader to provide their contact details so they can be sold to later. 

Students need to first define what their Call to Action will invite readers to do. They will then need to choose a strong imperative that will call on the reader to take that specific action. Commonly used verbs that urge readers to take action include subscribe, join, buy, etc.

The CTA must be clear and specific; the reader should be in no doubt about what the advertisement is asking them to do. 

Often, the CTA will create a sense of urgency by limiting special offers by time. 

As part of the planning process, students should use some of their time in today’s session to think about and make some notes on options they might like to include in the final drafts of their Call to Action.

Persuasive Writing Lesson Plan 4: Create the Advertisement

Day 4, already! This is the day students will try to bring all the elements together. They’ll work to complete their advertisements by the end of today’s session.

You may like to have the students collaborating to produce their ads or working individually. Either way, reinforce the importance of attention to detail in their work. 

The main focus for persuasive texts of any kind, advertisements included, shouldn’t be length but, instead, it should be on how effectively it persuades the reader to take the desired action.

Students should incorporate their planning from yesterday and refer to their checklists as they create. As precise language is so essential to effective marketing, encourage students to use thesauruses to help them find just the right word for their copy.

When students have had a chance to draft their advertisements, they can then get into small groups and compare their work. This is an opportunity for students to provide each other with constructive criticism. 

They can use their checklists as a basis to provide this criticism. Students can then revise their advertisements in light of the advice they’ve received in their groups.

Persuasive Writing Lesson Plan 5: Further Practice in the Art of Persuasion

In the process of comparing their work with each other, with reference to the criteria they’ve worked on earlier in the week, students will no doubt identify areas they are strong in and other areas where they are weaker.

Day 5’s activities should offer students an opportunity to practice those areas identified as needing further work to bring them up to par.

For example, students can practice their persuasion skills by moving their focus from printed ads to other types of marketing endeavours that utilise the arts of persuasion.

Where students struggled to employ literary devices in their advertising copy, they may benefit from creating a radio jingle or radio ad for their product or service. As this type of ad can contain no visual imagery to support, writing a radio jingle or ad will force the student to pay particular attention to verbal imagery, rhyme, alliteration, etc. 

If the testimonials used in the first advertisement were unconvincing, perhaps the student will benefit from isolating this strategy to focus exclusively on effective testimonial writing. They should spend some time researching testimonials and how to write them effectively. 

For example, testimonials should usually be:

• Short and to the point
• Conversational in tone
• Authentic (use a name, photo, job title, etc.)
• Specific about the benefits
• Directed at overcoming objections.

Once students have a good handle on how these work, they should put their new-found knowledge into practice and get writing as soon as possible.

This research-then-practice model can help the student improve in whatever particular area of persuasion that needs work – as identified in yesterday’s activity.

Getting good at persuasive writing demands our students to develop their knowledge and abilities with a broad range of skills and strategies. 

Advertising copy is a highly concentrated form of persuasive writing and, therefore, an excellent means for our students to gain lots of practice in a short space of time. 

And, as the saying goes, a good start is half the work, so set your class of creative copywriters on the road to marketing mastery today!

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Cambridge English Advanced: Writing Part 1 – Essay

By Russell Whitehead and Jo Kent

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This lesson aims to help students prepare for the essay section of the Advanced Writing paper.

Cambridge English Advanced: Writing Part 1 – Essay: Lesson plan

• British English
• Cambridge: C1 Advanced (CAE)
• Lesson Plan / Teacher's Notes
• Teaching Notes
• Up to 90 mins
• Upper-Intermediate

Cambridge English Advanced: Reading and Use of English Part 1

Cambridge english advanced: reading and use of english part 2, cambridge english advanced: reading and use of english part 3, cambridge english advanced: writing part 2 – report, cambridge english advanced: speaking part 1 – social interaction, cambridge english: advanced practice tests, related articles.

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Only registered users can comment on this article., more from cambridge: c1 advanced (cae).

Practice tests for all aspects of the Cambridge English: Advanced exam

This lesson aims to help students prepare for part 3 of the Advanced Reading and Use of English paper.

This lesson aims to help students prepare for part 2 of the Advanced Reading and Use of English paper.

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