Excellence is never an accident.
According to Greek philosopher Aristotle, “it is always the result of high intention, sincere effort, and intelligent execution…”
What a clever chap he was! Along with this insightful statement, he was also said to have identified three kinds of effective persuasion based on credibility, emotion and logic.
Ethos is about establishing your authority on a given subject, pathos is about making an emotional connection with your audience and logos is about defining your logical argument.
This is an incredibly useful little model when it comes to creating copy that is powerful, persuasive and targeted to your specific audience. Copy that builds trust in you and tells your reader precisely what you need them to know, feel and do.
Our latest infographic offers some practical guidance in line with Aristotle’s smart advice to help your words to connect and compel your reader into action!
How to apply ethos, pathos and logos to create copy that moves and motivates
Clever Greek philosopher, Aristotle identified three kinds of effective persuasion.
Ethos, pathos and logos, otherwise known as character, emotion, and argument can help you craft standout copy that’s compelling and convincing.
Use these psychology-driven techniques to give your words power, substance and strength.
Ethos
Establish credibility and develop a rapport with your audience.
- Use a professional tone and respectful language
- Present your credentials and demonstrate your knowledge and experience
- Cite reputable sources and experts and include comments from your audience to gain their trust
Pathos
Tap into curiosity and incite emotion.
- Always assume that nobody cares until you give them a reason to do so
- Use stories and anecdotes to illustrate your points and make them more relatable
- Ask rhetorical questions and use, simple, honest and effective words
Logos
Present a clear and logical argument.
- Appeal to your readers, and their problems, wishes and desires
- Use facts, statistics and data to prove your points
- Provide compelling reasons to buy, sign up or take action
Take note… It’s not about what you want to say, it’s about what your reader wants to hear.
Follow this practical guidance to make your mark with copy that communicates your point effectively and persuades your audience on an emotional level.
