Three Ways to Persuade

Evidence Science and scientific proof are based on the use of empirical evidence. If you argue without evidence, a scientist would dismiss your argument as metaphysical (literally, outside the physical world). Evidence cannot be refuted, as courts of law seek to demonstrate. If you show, then it is very difficult to deny without calling into question the validity of the evidence produced. Evidence can include statistics, pictures and recounted experience (especially first hand). Pathos may also be evoked when giving evidence as you give it an emotional spin. Ethos is also important to establish the credibility of the witness. Reason Reason uses rational points that call on accepted truths and proven theories. Where evidence does not exist, reason may still prevail. A common tool in reasoning is to link two items together, for example by cause and effect. Reasoning often uses syllogisms, that include a major premise, a minor premise and a conclusion based on the combination of the two premises.

Aristotle, perhaps the most famous arguer, described three routes to change the mind of the other person. Ethos Ethos uses trust, and focuses first on the speaker. showing the speaker as a person of integrity and good character. Reputation The reputation of a person depends on their past, and what is known and spoken about them. Note that although there is usually a close relationship between reputation and reality, this is not always so. Politicians, for example, guard their reputation carefully, yet many still have skeletons in the closet. Leveraging reputation often means reminding others of your illustrious past, perhaps through stories of your successes, of how you have helped others and been able to see the truth where others have not. Character Character paints you as a three-dimensional human, even with a few flaws (though these should not be important to the audience). It shows you as being subject to the same problems and pressures as other people. It says 'I am like you'. It also shows you as a person of virtue, who stands by their good values. Credibility Credibility, depends both on expertize and how this is portrayed. If you want people to believe you, you must first show that you believe yourself. To use credibility, position yourself as an expert. Talk as if you cannot be challenged. Show how others look up to you. Use powerful gesture, eye contact and so on to position yourself as a leader. Pathos Pathos appeals to the emotions of the listener, seeking to excite them or otherwise arouse their interest. An effective way of arousing passions is in appeal to values. Tell stories of poor values, for example where innocent people are harmed. Use Ethos to show your own values and how you put others before yourself. You can also work with their goals and interests or even challenge their beliefs. Language has a significant effect on emotion, and hot and cold key words (fire, child, anger, smooth, etc.) can trigger senses and feelings. Logos Logos focuses first on the argument, using cool logic and rational explanation, as well as demonstrable evidence.

The Three Modes of Persuasion in Rhetoric: Ethos, Pathos and Logos

Aristotle's Three Modes of Persuasion in Rhetoric Ethos Pathos Logos Appeal to the audience's sense of honesty and/or authority Appeal to the audience's sense of emotions Appeal to the audience's sense of logic

(1) Ethos Ethos is a Greek word originally meaning "accustomed place", "custom, habit", equivalent to Latin mores. Ethos forms the root of ethikos, meaning "moral, showing moral character".

To the Greeks ancient and modern, the meaning is simply "the state of being", the inner source, the soul, the mind, and the original essence, that shapes and forms a person or animal. Ethos is an appeal to the authority or honesty of the speaker. It is how well the speaker convinces the audience that he or she is qualified to speak on the particular subject. It can be done in many ways: By being a notable figure in the field in question, such as a college professor or an executive of a company whose business is that of the subject. By having a vested interest in a matter, such as the person being related to the subject in question. By using impressive logos that shows to the audience that the speaker is knowledgeable on the topic. By appealing to a person's ethics or character. (2) Pathos Pathos is one of the three modes of persuasion in rhetoric (along with ethos and logos). Pathos appeals to the audience's emotions. It is a part of Aristotle's philosophies in rhetoric. It is not to be confused with 'bathos', which is an attempt to perform in a serious, dramatic fashion that fails and ends up becoming comedy. Pathetic events in a plot are also not to be confused with tragic events. In a tragedy, the character brings about his or her own demise, whereas those invoking pathos often occur to innocent characters, invoking unmerited grief. Emotional appeal can be accomplished in a multitude of ways: by a metaphor or story telling, common as a hook, by a general passion in the delivery and an overall number of emotional items in the text of the speech, or in writing. Pathos is an appeal to the audiences ethical judgment. It can be in the form of metaphor, simile, a passionate delivery,

or even a simple claim that a matter is unjust. Pathos can be particularly powerful if used well, but most speeches do not solely rely on pathos. Pathos is most effective when the author connects with an underlying value of the reader. (3) Logos Logos is an important term in philosophy, analytical psychology, rhetoric and religion. Heraclitus (ca. 535475 BCE) established the term in Western philosophy as meaning both the source and fundamental order of the cosmos. The sophists used the term to mean discourse, and Aristotle applied the term to rational discourse. The Stoic philosophers identified the term with the divine animating principle pervading the universe. After Judaism came under Hellenistic influence, Philo adopted the term into Jewish philosophy. Logos is logical appeal, and the term logic is derived from it. It is normally used to describe facts and figures that support the speaker's topic.

Ethos refers to the character or credibility of the speaker or writer the person trying to get their message or argument across. The listener or reader is going to have an impression of the level of credibility of the person trying to persuade them. This impression will be based on past interactions, reputation, and the manner of communication, among other factors. Pathos relates to emotion. It is an attempt to persuade by appealing to the emotions of the person(s) you are trying to persuade. This appeal can be based on analogies, metaphors or stories that evoke the emotions of your reader or listener. It is well known that humans are accustomed to learning and passing on knowledge and wisdom through stories, so being able to weave a good story that touches someone emotionally is an excellent way to win them over.

Logos refers to logic. In this case, you are trying to persuade someone by using a well-reasoned, logical argument. You are persuading based on the belief that your audience will respond to an appeal that is structured in a logical, left-brain manner. Using this form of persuasion is seductive, as it gives you the (usuallly false) sense of comfort that if you can just make your argument tight enough, then your audience will have to be persuaded. Unfortunately, its not usually that simple. As youve undoubtedly realized by now, these three categories usually do not work independently. In other words, i ts unlikely that by just using one of these forms of persuasion you are likely to persuade your audience, or at least not as consistently or to the extent you would like to. Why is that? Lets consider an example to understand why these three almost always work together.

sound a bit crazy, youre not likely to expect much logic or reasoning (Logos), so youll likely hold them to a lower standard on this category and the short time they have to give you a logical story wont necessarily count against them as much.

What are some of the things that could work against them? How about if theyre dressed very shabbily, perhaps to the extent that you may even doubt that they have a car at all? How about if youve heard this story many, many times before, at least one or two of which were found to be complete fabrications? And what if in the short time they have to give you any semblance of logic for their plea, they give you a story that makes no sense to you at all, either based on the vocabulary there using or the numerous faults in their reasoning? All of these could cause you to say no (at least in your head) before they even start talking.

Lets consider the example of someone that comes to you on the street, trying to persuade you to give them a few dollars because their car has run out of gas. For all of us who have lived in a big city at some point in our lives, this has likely happened at least once or twice. So what happens in this scenario? Well first, presumably you do not now this person at all, so they start out with very little credibility (Ethos). Strike one. Next, they have a very short time to get your attention and to use much logic (Logos). Strike two. Finally, they may stir up a bit of emotion in you, as you may have run out of gas at some point and had to look for help. Or you may just feel bad for them for being in an unfortunate circumstance. In this example, were talking about someone who walks up to you on the street looking for money. What does that have to do with business? With sales and marketing? With negotiation? Well how different is this scenario in reality than the many times people try to persuade you each day, whether it be in-person, by telephone, television, radio, or internet? In all of those cases, just as with the person who approached you on the street, each of the persons or organizations trying to persuade you is going to have varying levels of Ethos, Pathos, and Logos in your mind. An unknown person or organization that comes to you, regardless of how they come to you, is likely to have very little credibility (Ethos) in your mind at the So would you give this person money? What are some of the factors that may affect the degree to which they can persuade you? To begin with, if theyre dressed like you or dressed very well, youre likely to give them a bit more credit (Ethos). Next, if they tell you a story that is more likely to relate to an experience youve had, or to your current situation, they may have more credibility and may at the same time touch you a bit more emotionally (Ethos, Pathos). Finally, if they tell you up front this may beginning. True, they may be able to make an emotional appeal (Pathos) and you may be moved, even though you dont know them well. They may also be able to put together a solid, logical argument that you see as having merit (Logos). But even so, are you likely to buy from them, or be persuaded by them?

What can you do to increase the likelihood that when you are making appeals to individuals, they are going to be persuaded by you? The answer is in the combination of Ethos, Pathos and Logos. Any one of these approaches used in isolation is not nearly as powerful as when it is used in combination with the others. What you need to do is use Ethos, Pathos and Logos either all at once, or better yet, in a sequence that makes sense.

What is the right sequence in which to use Ethos, Pathos and Logos when you are trying to persuade others? There are many approaches that can work. One that is tried and true is to first use Ethos, then Pathos, then Logos. The idea goes like this: first you must be a credible source before the audience will even open their ears and begin to listen to your emotional and logical appeals. You can build your presentations, marketing and sales pitches in such a way that they follow this sequence. You may also get away with, and in some situations even be better off with, first appealing to their emotions, then letting them know that the appeal is coming from a credible source, and then finally giving them your logic for why they should take a particular action. One thing that is clear though, is that if you try to give them logic before youve even touched on emotion or credibility, youre not likely to get too far in persuading them.

There are myriad ways that you can work toward establishing Ethos, evoking Pathos, and delivering sound Logos, but regardless of how you decide to approach it, hopefully this article has given you a solid grounding in the concept Aristotle put forth over 2,000 years ago. Hopefully too, you will not try to use just one of these categories of persuasion, but rather use them together to maximize your persuasive potential.

Wed love to hear your thoughts and questions on the concept of Ethos, Pathos and Logos. Please leave a comment below or by clicking on the top right corner of this post.