If you’re deficient in any one of these pillars of persuasion, it’s difficult to get anyone to believe you or care what you have to say. 2,300 years ago Aristotle developed a useful theory about the art of rhetoric. He believed that every persuasive argument relied on three pillars:
- ethos (credibility)
- pathos (emotion)
- logos (logic)
Below is a three-part mini series of 5-minute podcasts about persuasive devices. I dive into each with real world examples from brands you know.
Having a strategy behind your words will fortify your marketing messaging across channels.
Part 1: Ethos Marketing
Ethos is all about credibility. It doesn’t matter how logical an argument is if the audience doesn’t trust the person delivering the message.
True persuasion starts before you open your mouth. Trust is key. If you haven’t established yourself as an authority, you’ve lost before you’ve even begun.
Part 2: Pathos Marketing
People will most likely question your authority if you speak without connecting with them emotionally. If you use pathos correctly, you will connect with your audience, feel the same emotions, and influence them to act on your appeal.
Part 3: Logos Marketing
A quick dive into Logos, the third leg of the persuasive rhetoric triangle from Aristotle. Examples for Logos include a quick summary of Nissan’s ProPilot car safety system ad and an Apple iPhone ad.
Plus, I improvise a quick pitch with how I’d market this podcast to a new listener using each of the three rhetorical devices. Listen to see which strategy resonates with you as someone with so many options for your ears.
