What’s the drill – May 17: The three pillars of persuasion

As the saying goes, everybody wants to buy, but no one wants to be sold.

We are all selling something every day – ideas, products, choices, points of view – persuading someone, somewhere to “buy”, varying our level of persuasion with each.

Aristotle gives us the 3 pillars of persuasion:

  • Ethos: credibility of the speaker
  • Pathos: emotional connection to the audience
  • Logos: The logic of our argument

Together, these pillars are the essential qualities that your speech or presentation must have before your audience will buy in to your message.

Consider which of these 3 pillars is easier for you and which one you tend to rely on or start with.

Do you agree with the notion that we buy on emotion and justify with logic later?


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