The Rhetorical Triangle
Good morning,
If you’re trying to improve your persuasion skills, you’re in the right place. The Action Item’s weekly cadence helps you grow orders of magnitude faster than someone who, say, only takes the time to learn once a month. I’ve learned a lot on the art of persuasion over the last decade as I’ve personally worked to grow hundreds of businesses. Most importantly though, by reading this newsletter you’ll be able to do more good in the world by enhancing your sales skills. Let’s dive in.
OK, that was a crudely welded use of logos, ethos, and pathos. Hoping you didn’t immediately unsubscribe. Today we’re actually talking about rhetoric and why you can be both convincing and sincere in your next attempt to be persuasive. Rhetoric is the art of persuasion, or language designed to have a persuasive or impressive effect on its audience. Aristotle defined and popularized the rhetorical triangle: Pathos, Ethos, and Logos.
Pathos, or the pathetic appeal, evokes an audience’s emotions. This might involve speaking in a passionate way, employing vivid imagery, or trying to provoke anger, sympathy, or any other emotional response in the audience.
Ethos, or the ethical appeal, involves presenting oneself as an authority on a subject. For example, someone making a moral argument might highlight their own morally admirable behavior; someone speaking about a technical subject might present themselves as an expert by mentioning their qualifications.
Logos, or the logical appeal, refers to the use of reasoned argument to persuade. This is the dominant approach in academic writing, where arguments are built up using reasoning and evidence.
A speaker can be credible, but that doesn't guarantee they are right or that you will agree with their advice. Emotional appeals can be powerful, but they don't ensure the speaker is honest or logical. Logic is essential, but it's not enough on its own; you also need to trust the speaker or feel an emotional connection to their argument.
Experiment interweaving all three modes of persuasion in your next presentation when possible. Don’t force all three, but also, don’t over-index on one mode either.
51% of top performers refer to themselves as experts in their field, while only 37% of non-top performers see themselves as experts. (source). Given that prospects are more likely to make purchasing decisions when guided by a “trusted advisor” (see: ethos), how reps present themselves is key.