Understanding the Three Pillars of Influence

Over 2,000 years ago Aristotle created a framework to describe effective persuasion that was brilliant for both its comprehensiveness and its simplicity. To persuade any person of anything you need the correct balance of the following 3 rhetorical appeals ethos (credibility), pathos (emotion) and logos (logic).

These three elements are the foundation of any and all communication. Whether you're crafting a speech, writing an article, marketing a product, working on your dating profile or negotiating some other sort of deal, mastering these three pillars make you a more influential and successful communicator.

Ethos: The Power of Credibility

Ethos is the perceived credibility and trustworthiness of the speaker or writer. It establishes why people should listen to you in the first place and how reliable source they consider you. If your audience perceives you as knowledgeable, honest, and ethical, they will be more likely to accept your message. The higher your ethos the less critically (in theory) will people review your logos (the logic of your argument or position).