In persuasive writing, PAC is important.

Purpose

Your arguments must have a purpose whereby you decide if you want to use emotional content or pathos. In other words, you need to decide the appeal you will take to your audience.

Audience

This is important as there is a need to address the aspects that will appeal to your arguments. Think about the age, profession, emotional state, language, race, ethnic beliefs, political views, et cetera of your audience before you write.

Content

The content of your essay will determine the appeals.

Note: Persuasive essays tend to mix different appeals to reach a broad audience. This means that one can use one type of appeal or all three strategically in the essay.