School’s Back in Session!
Just like my three young kids were at the end of summer, I’m eager, anxious and excited all at once to get back into the classroom at Johns Hopkins next week.
As I review my course material to make sure I’m up to speed on all things Business Communication – from the fundamentals of persuasion to the ancient art of rhetoric – I’m once again struck by–yes, how nerdy I am because it turns out I love diving into communication strategy –but also how universally applicable what I’m teaching is to both my work and my daily life. I am constantly absorbing, reflecting, and shifting my own working style as a result of my class, and that feels so powerful.
My latest “a-ha” has been the result of revisiting the Ancient Greek philosopher, Aristotle, and his three means of persuasion. It’s funny, because I studied Business in Undergrad and then got my MBA, but never once was taught Aristotle’s “Art of Rhetoric,” which is effectively a roadmap on persuasion – what it means to persuade and how to persuade others effectively. Given that persuasion is not only a powerful but necessary skill in any business setting, from a boutique consultancy to a Fortune 500 corporation, it’s shocking we didn’t learn more about it.
So, here’s the 101 version!
Aristotle outlines the rhetorical trinity of Ethos, Pathos, and Logos as the three key means of persuasion. He says any effective speech (or presentation) should deliver the following elements if you want to persuade your audience:
Ethos – Establish your credibility and character.
Pathos – Invoke some sort of emotional response from the audience.
Logos – Construct a clear, logical argument.
In short, if you have a great idea: how do you make your audience trust, feel and think.
I can’t help but think as with all things, the more conscious we are of these principles, the more effective we’ll be. So here are a few ways you can think about building Ethos, Pathos, and Logos into your next speech or presentation to inform, persuade, or motivate your audience to do something.
Ethos (Build Credibility) – Share your credentials, or demonstrate your authority on the topic to signal to the audience that you’re the right person to speak on the subject. If needed, connect yourself to someone of high regard to lend credibility to you.
Pathos (Connect Emotionally) – Emotional connection comes in three forms: stories, visuals, and vivid language. We know stories are inherently powerful; they transport you, make you feel something. Visuals bring your concepts to life more persuasively than words alone. But if you need to use words, use vivid language – get your audience to imagine how they will benefit from the knowledge you’re giving them (or be better off because they attended your training). Imagination is powerful.
Logos (Appeal Rationally) – Lastly, and Aristotle would argue most importantly, is leveraging data, facts, figures, or common sense to get your audience to think. Think about marketing’s focus on product features, benefits, and specs for a new iPhone. Or how a skin care line touts the use of anti-aging properties and vitamins. The aim here is the head, not the heart.
Each of the above rhetorical strategies is effective on its own, but together, the impact is exponential. So, the next time you’re crafting a message to persuade, don’t forget the teachings of Aristotle and his rhetorical trinity of ethos, pathos and logos, they will serve you well.
