Monday, November 06, 2006

Speaking Persuasively

There are 3 components that Aristotle understood about influence:

  1. Ethos: which is your credibility. You words are more influential if your credibility and credentials are apparent to the audience.

  2. Pathos: which is the emotional appeal. Some examples are loyalty, patriotism, and heroism.

  3. Logos: which is logic and argument. It uses facts, statistics and other forms of evidence to convince the audience.

A good speaker uses all 3 in various combinations depending on the audience. Obviously speaking to a technical person would use facts, figures, "his language". But speaking to women or decision makers may involve appeals to prestige, ego, pride.

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