Persuading people: Aristotle’s recommendations
Aristotle claimed that there are three principles of persuasive communication:
- logos (clear and rational arguments)
- pathos (deploying emotions)
- ethos (establishing your credibility)
These pieces of advice are still valid and useful today, even in the modern world of very complex communication. So let’s take a look at them as a reminder, following the smartbrief.com website.
1) Clear arguments (interpreting data)
Business decisions are today much more frequently driven by data. Since the amounts of available data are vast, it is crucial to know how to interpret the information.
To convince your audience, you must relate the evidence (figures and lists) to your own experience. Keep in mind what is in it for your audience.
2) Emotional connection
Logical arguments are expected, but people still usually make decisions based on emotions. So if you need a buy-in for your proposals, you have to create a rapport with your audience. Begin with smiles and eye contact.
Then relate your arguments to their views and experience. Images, videos and personal stories are all excellent ways to encourage feelings.
If you can, find out how open your audience is to change. Your proposal must be familiar enough so that your audience feels safe; on the other hand, they must still recognise that there is a need to do something differently.
3) Credibility
Do they trust you? Or do they in reality think you are not an expert or that you have a conflict of interests? Address the common ground you share with your audience.
In the second part of the particle, we will focus on newer persuading strategies.
-jk-