You have a message to deliver, you want to persuade your audience to do something or you want to make yourself known. You need your audience to believe you, to see the logic in what you’re telling them and to feel a connection with you and what you’re saying.
You need Aristotle's three proofs (or appeals.) These work for any kind of content, whether it's a presentation, a promotional video or advert.
So what exactly are the three proofs and how can you use them?
Ethos: This is your credibility. Why should the audience believe what you are saying? Make sure the audience knows about your relevant experience and qualifications. Why do people who have written a book so often get asked to do TED talks? Because the book is a sign of ethos, that you are en expert in what you’re talking about.
If you're presenting, don’t stand in front of your audience and reel off your whole CV, but do make sure you drop in some anecdotes about your experience, or that the audience are aware of your background before you start speaking. Highlight any relevant experience or qualifications when you introduce yourself (but keep it short and to the point.)
Logos: this is logic. You need to back up your message with facts. If you are trying to persuade your audience to buy your products, you need to present them with some facts and figures about how this product will help them.
Pathos: This is an appeal to your audience’s emotions. Make your audience feel and they’ll remember what you’re saying. Make a connection with them by making eye contact and smiling. Make them laugh. Make them feel angry about injustice. Make them feel sad. Tell them a story. Speak to their hearts.
Next time you're planning a presentation, or any kind of content, think about how you can incorporate all three of these methods of persuasion and see how much of a difference it makes.
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Catherine: blogging about learning, language, culture, France and more...