I love this topic. It never gets old. Technical but yet an essential topic to comprehend and the key to unlocking exceptional persuasive 𝐏𝐮𝐛𝐥𝐢𝐜 𝐒𝐩𝐞𝐚𝐤𝐢𝐧𝐠 skills. 🎤

One of my most quoted sources of knowledge, Aristotle, the ancient Greek philosopher, suggested that any spoken or written communication intended to persuade an audience contains three key rhetorical elements:

1. 𝐥𝐨𝐠𝐨𝐬, the logic and reasoning in the message
2. 𝐞𝐭𝐡𝐨𝐬, the character, credibility and trustworthiness of the communicator
3. 𝐩𝐚𝐭𝐡𝐨𝐬, the emotional dimension

The extent to which we draw on each appeal depends on the situation. A description of how a product works in a technical manual, a highly informational message, will focus on logos – the message needs to be clear, logical, precise and unambiguous. This kind of message needs little, or no, pathos or ethos. On the other hand, a project proposal presentation to top management meant to persuade may well require a combination of logos, ethos and pathos. To achieve our desired communication goals we need to get the right mix of ethos, logos and pathos. This can be a lot of work, but once you get the formula through coaching or training, you will only win.

If all of the above is not clear, then maybe this video I have compiled may help. 🔥

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