The wrongs that he accused them off was them being infidels who pillage and steal and assault women and destroy churches and similar things. He accused them of attacking Christians and Christianity and wanted to force them to leave out of areas that were Christian.
The groups that he excluded was old people, weak, women, and the clergy. He didn't want these groups to go because he didn't believe that they could be helpful in war. Also, priests had to stay in Europe and not go to war because they were needed for spreading religion.
The appeals that he used is appeal to their emotions and he appealed to his credibility to speak so. In Christianity, the pope is the person who was chosen by god so what he says is what the god wants to be said. He said that they would all go to heaven if they supported the crusades which they believed and considered to be words from god.
