We all want to be more persuasive and make arguments that are understood, sales pitches that bring in dollars, speeches that evoke action. The art of persuasion in speech and writing is an art that humans have been studying for millennia. The ability to tell good stories might well be the most important super power in the age of AI.

Ethos, Pathos, and Logos are Aristotle’s three modes of persuasion.

Ethos

• Ethos uses the character, credibility, or authority of the speaker/writer.
• If the audience trusts that the speaker is knowledgeable, ethical, and have their best interests in mind, they’re more likely to believe you
• Trust me, I have the right background, character to talk about this.
• Examples: A doctor with years of clinical experience talking about his speciality. An investor like Buffett talking about investing and good corporate governance.

Pathos

• Pathos appeals to the audience’s emotions, values, or imagination.
• Instead of only presenting facts, you connect to feelings. like hope, fear, pride, empathy. This allows the speaker/ writer to make the audience care deeply about your message.
• Is there a clear human stake or vivid outcome?
• Example - Martin Luther King’s I have a dream speech (also had Ethos)
  • I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character
  • One day the sons of former slaves and the sons of former slave owners will be able to sit down together at the table of brotherhood
  • Free at last, free at last. Thank God Almighty, we are free at last

Logos

• Logos appeals to logic, rationality, and evidence.
• You provide clear arguments, supported by data, facts, and reasoning, so the audience can follow and agree logically
• Trust my logic/ evidence based arguments.
• Example : Scientists putting up experiment results. A technologist putting up charts to show infrastructure costs and then providing alternatives such that the costs can be reduced.

Blending of three

The most persuasive communication usually blends all three. Consider the following scenarios: