The Three Means of Persuasion

What Aristotle and Joshua Bell can teach us about persuasion

I found this on YouTube … by way of Guy Kawasaki, just loved it. Aristotle’s theory of Rhetoric: Logos, Ethos, Pathos are still the foundation of persuasive communication, without all three elements in place, your will miss your mark.

This video puts in such a fun and interesting perspective … it certainly met all three means of persuasion.

  • Relevance of the Message – the idea made complete sense to me and I am the target audience of business marketing communication
  • Trustworthiness – the source is credible and authoritative. The motivation behind the message is not self-serving but educational.
  • Emotional Connection – the use of a story invites the audience in, the timing was appropriate too as I was looking to blog on a topic regarding business communication.

If your target audience isn’t listening, you need to speak their language in a relevant, trustworthy and authoritative way … when they are ready to hear it. Remember Logos, Ethos and Pathos, it’s been working for centuries!