Here is a suggested 3-step argument for your 10% yearly raise:

Step 1: Politely highlight your strong performance and value. For example, "As we discuss my compensation for this year, I wanted to first acknowledge the significant contributions I've made over the past 12 months. I exceeded targets on the key metrics we established, launched the new product line, and took on leadership of the critical new market expansion project." Focus on specific impacts and results.

Step 2: Note market inflation and typical salary increases. For example, "As we're both aware, inflation this year is running at 3-4% and salary increases for comparable positions are in the range of 6-8% according to industry surveys. This is the necessary increase just to keep salaries stable relative to the market." This frames your request as merely seeking to keep pace, not get ahead.

Step 3: Request a modest increase and justify it as a fair recognition of your performance and value. For example, "Therefore, in light of my contributions and performance this year, as well as the market increases, I would like to request a salary increase of 10% at this time. I believe this is a fair recognition of the value I have added and aim to continue adding to the company's success. I appreciate your consideration of my request and I'm open to discussing this further." End on a positive, open note.

The overall tone is polite but firm, focusing on facts and data. The multiple steps build a solid case that a 10% increase is reasonable and justified based on your performance, market conditions, and typical increases. While there is no guarantee, this type of logical yet positive argument will have a reasonable chance of achieving the desired outcome.
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