This article in the Atlantic, "The Simple Psychological Trick to Political Persuasion," urges us to consider the values of those to whom we direct our arguments in order to be effective.

Feinberg and his co-author, Stanford University sociologist Robb Willer, have extensively studied how it is that liberals and conservatives—two groups that now seem further apart than ever on their policy preferences—can convert people from the other side to their way of seeing things. One reason this is so hard to do, they explain, is that people tend to present their arguments in a way that appeals to the ethical code of their own side, rather than that of their opponents.