Improving your persuasion skills with Ethos, Pathos & Logos

Summary

• Ethos refers to the credibility and trustworthiness of the speaker or author, aiming to persuade by establishing their expertise and character.
• Pathos appeals to emotions, aiming to evoke feelings in the audience and create an empathetic connection to support the argument.
• Logos involves logical reasoning and evidence, aiming to persuade by presenting rational arguments, facts, and data to support the point being made.

My Story

If you've ever written a persuasive essay, enjoyed a catchy TV ad, or given a compelling work presentation, you've dipped your toes into the world of persuasion.

In my daily work, persuasion is a constant need. It might involve pitching a new project or introducing a fresh tech idea. In one instance, it was pitching an idea to the team that I thought would make our software better.

Traditionally, after we finished the engineering work, a Quality Assurance (QA) team would manually test everything. It seemed efficient at first, but how do you handle such extensive testing? My answer was automation. Instead of the QA team manually testing, why not have engineers define test cases and automate them? It made sense logically, and it's a common practice in modern software teams.

However, getting this change accepted wasn't easy. The team and stakeholders had doubts, especially the QA team, worried about their roles.

So, how could I have presented my case more effectively to persuade the team that more automation testing was better for our long-term success?

Aristotle - Ethos, Pathos and Logos

Aristotle, born in 384 BCE, believed that being persuasive meant more than just making logical arguments. He introduced three key ideas: ethos, which is about being credible and trustworthy; pathos, which means using emotions to connect; and logos, which involves using reason and logic. He talked about these concepts in his book "Rhetoric," which is a guide to being good at persuading people.

Ethos: Building Trust and Credibility

Ethos is all about gaining trust and credibility. Aristotle noticed that people are more likely to believe someone who seems knowledgeable and trustworthy. So, he suggested that speakers and writers should show their expertise and moral character to win over their audience.

You might have seen this in action if you've ever been to a financial seminar. The speaker might introduce themselves as a super experienced financial advisor with decades of know-how. That instant feeling of trust you get is what ethos is all about.

Why Ethos Matters:

• Trust: People are more likely to believe someone they perceive as knowledgeable and reliable.
• Credibility: Demonstrating expertise enhances your credibility and makes your message more convincing.
• Connection: Ethos creates a connection between the speaker and the audience, fostering understanding.
• Example: A famous chef endorsing a kitchen appliance lends credibility, making you more likely to trust the product's quality.

Pathos: Connecting Through Emotions

Aristotle recognized that emotions play a big role in decision-making. He suggested that if you want to convince people, you should appeal to their feelings and emotions. By sharing relatable stories, using vivid language, and triggering emotional responses, you can connect with your audience on a deeper level. Consider the last charity commercial you saw, featuring a heartwarming story. That emotional tug you felt? That's pathos at work.

Why Pathos Matters:

• Emotional resonance: Emotions make messages more memorable and relatable, leaving a lasting impact.
• Inspiring action: Pathos doesn't just stir feelings; it motivates us to take action -based on those emotions.
• Human connection: Pathos creates a shared experience, helping us understand different perspectives.
• Example: An advertisement showcasing a family's joyful reunion around a holiday table tugs at your heartstrings, invoking emotions associated with togetherness.

Logos: The Power of Logic and Reason

Aristotle also believed in the power of reasoning and logic. He said that if you want to persuade people, you should present solid evidence, use clear reasoning, and construct well-structured arguments. This helps your audience follow your thought process and see the rational side of your message. Imagine a product description listing features and benefits—this is logos guiding your decision-making process.

Why Logos Matters:

• Evidence-based persuasion: Logical arguments supported by facts add weight and authority to your message.
• Clear communication: Logos breaks down complex ideas, making them easier for the audience to grasp.
• Countering misinformation: In a world of half-truths, logos equips you with a solid foundation of truth.
• Example: A health article presents scientific research to support the benefits of a particular exercise regimen, helping you make an informed decision.

The Power of Harmony

While ethos, pathos, and logos each have their unique strengths, they're most powerful when combined. When used together, they create a compelling and well-rounded message that appeals to both the minds and hearts of your audience. Let’s look at some examples.

Apple's "Think Different" Campaign

https://youtu.be/5sMBhDv4sik?si=hLh6fsO_6kfQYXAT

• Ethos - In 1997, Apple, led by visionary Steve Jobs, launched the "Think Different" campaign, leveraging their reputation for innovation.
• Pathos - The TV ad featured iconic figures like Einstein and MLK, evoking emotions of admiration and aspiration.
• Logos - The slogan encouraged viewers to consider Apple products as tools for fostering their own creativity, blending emotion with a logical message. This campaign reshaped Apple's brand and connected with consumers on multiple levels, contributing to its success.

Nike's "Dream Crazy" Campaign

https://youtu.be/WW2yKSt2C_A?si=rrqN9-yXoD2Wlm82

• Ethos - Nike is a well-established athletic brand.
• Pathos - The ad features Colin Kaepernick, known for his social justice activism. His narration and scenes of athletes overcoming adversity evoke emotion.
• Logos - The ad promotes the idea that pursuing dreams and defying norms aligns with Nike's ethos of empowering athletes. It also subtly promotes Nike products as tools for achieving those dreams.

St. Jude Children's Research Hospital's Ads

https://www.youtube.com/watch?v=1hfcZll-qxY

• Ethos - St. Jude is a respected healthcare institution. The actors who are presenting and supporting St. Jude are well respected, making you trust the message more.
• Pathos - Emotional ads featuring young patients evoke empathy.
• Logos - Stats on survival rates show the hospital's impact.

When convincing friends to watch a movie

You can also use Ethos, Pathos and Logos to help convince your friends to go watch a new movie with you.

• Ethos - Show trustworthiness by saying, "I pick great movies; trust my opinion!"
• Pathos - Make them feel by saying, "This movie is touching and fun; we'll have a blast!"
• Logos - Use facts, "Great online reviews, same director as our favorite, action, and humor – something for everyone!"

Final Thoughts

It's essential to remember that persuasion isn't about manipulating people but about effectively communicating in a way that inspires action and builds connections. Whether you're giving a speech, writing an article, making a proposal, or just having a chat, mastering these techniques can help you skillfully navigate the intricacies of human interaction, whether your aim is to persuade, motivate, or inspire.