You need to try to convince your audience that you and they are very similar, sharing parallel ideas and views. One way to do this is to create a sense of a shared personal or cultural experience.We all share certain common ideas of what is just and fair! Appealing your audience’s sense of what is right and fair can be a powerful persuasive device, e.g. 'Like you, I share a sense of horror and repulsion at what is happening...'.