The Art of Persuasion - Mastering Ethos, Pathos, and Logos for Communicating with Presence

In business for some 20-plus years, I am still curious about how I communicate and how we build trust and repour in conversations. Today on a sales call, I noticed myself using Aristotle's three elements of persuasion when we chatted.

Understanding Ethos, Pathos, and Logos

Before diving into how to employ these elements, it's essential to understand what each means.

Ethos refers to the credibility or ethical appeal. It convinces your audience that you're reliable, trustworthy, and have the necessary expertise.

Pathos appeals to emotions. Connecting with your audience's feelings can motivate them to act or sway their opinions.

Logos involves logical reasoning. It is using facts, figures, and rational arguments to prove your point.

Ethos: Projecting Credibility and Trust

So, there I was on the call (no video, just old-style telephone call), noticing my presence. Seeing how I was, my choice of language, pausing, the degree of listening I did, my voice, and yes, even my body language. And how this impacted the conversation. The connection between us.

I observed how I outlined my credibility by building an image that projected reliability, expertise, and integrity. But I didn't just cite my credentials. I wanted the prospect to understand my competence. So I used a story to bring to life my work helping CEOs and senior executives in the New Energy space master the connection between them and their audiences.

Being empathic underpinned the credibility element. Respectfully listening to the prospect's point of view and not jumping in when you think there's something for you to add. Authentic listening (not waiting for your turn to speak) will mean you'll remember what you need to and when to pick up on something the other person has said. It's simply being in the moment. Present.

Pathos: Connecting Emotionally

A big part of credibility is the link to emotional connections. And yes, using a story helps achieve this. But not just telling a story for telling a story's sake. But reliving the story (emotion and all) relevantly and appropriately so you connect with the story. And because I connected with my story (which is through a feeling), the prospect did, too, through my voice.

Storytelling allows you to present situations that evoke emotions, making your communication more impactful and memorable.

Of course, to make this work well for both of us on the call, I had to understand the prospect's needs, aspirations, and fears. And whilst explicit questions are useful here, like; what are your challenges right now when driving the new energy agenda? Picking up on subtleties allows you to have a conversation rather than a Q&A session.

However, while pathos is powerful, it must be used responsibly. Attempting to manipulate emotions for personal gain can quickly erode trust and damage your presence.

Logos: Building Rational Appeal

While ethos establishes credibility and pathos creates an emotional connection, logos ensures that your message stands on solid ground. It involves using clear reasoning, reliable data, and sound arguments to make your case.

For logos to enhance your presence, your logic must be clear and easy for your audience to follow. Use concrete facts, figures, and examples to support your points. Also, be open to questions and ready to address any counterarguments logically.

Striking a Balance

Communicating with presence balances the use of ethos, pathos, and logos. Relying too heavily on one can lead to a lopsided communication style. For example, a speaker who only uses logos might come off as dry and robotic, while overuse of pathos can seem manipulative.

The best communicators vary their use of ethos, pathos, and logos depending on their audience and purpose. This ability to adapt makes their messages more engaging and enhances their overall presence.

The principles of ethos, pathos, and logos remain as relevant today as they were in Aristotle's time. Whether leading a team, presenting, or simply interacting with colleagues, using these elements effectively can significantly enhance your presence.

Remember, effective communication isn't about winning an argument or proving yourself right - it's about credibly sharing ideas, connecting emotionally, and making logical sense to your audience.

Although I did win the work, so a little winning is good.