Too many arguments on social media result to needless insults. Today Magu, tomorrow Will and Jada. Makes me wonder: how do some people persuade employers to take them? How do people persuade customers to buy? How do you toast that fine somebody😁?
I find these devices of rhetoric coined by Aristotle very useful for persuasion in business and everyday life:
1. Ethos
2. Pathos
3. Logos
1. Ethos has to do with your credibility as a speaker. Why should the listener or reader believe you? Do you have experience? Are you an authority?
2. Pathos plays on your audience’s emotions. Not sentiments mind you – raw emotions. Remember, there are also positive emotions like happiness so it doesn’t always have to be sad stuff.
3. Logos. This is the use of logic or reason to convince your people. This might require the use of facts, statistics, historical records etc.
Most references to these 3 elements are used mostly in speech but I find them useful for writing and business too. So the next time you need to persuade someone about something, remember ethos, pathos and logos.
