I read an article on communication a few years ago with a headline that said, “The art of persuasion hasn’t changed in 2,000 years.” On paper, that seems hard to believe. After all, we’ve come a long way in 2,000 years with our communication skills. Surely, Aristotle’s three tenets of persuasion (Ethos, Lagos, and Pathos) have been updated or replaced by the teachings of Warren Buffett and the other great, forward-thinking minds of today. But that couldn’t be further from the truth.
If anything, leaders like Buffett have doubled down on what Aristotle taught us.
As Buffet said, “The best investment you can make is an investment in yourself.” And there’s no better place to start than with your communication skills. He added (and I’m paraphrasing) that if we invest in our ability to communicate, we increase the value of our personal brand by 50%. We also increase our professional value, our ability to transmit information in ways people find convincing, and how others perceive us.
More importantly, we’ll go to bed each night a little smarter than when we woke up that day.
The Art of Persuasion
Let’s dive deeper into Aristotle’s three tenets of persuasion and why mastering them in today’s world is still critically important.
Ethos — This tenet has everything to do with your perceived character and credibility. Do you seem trustworthy as a source of information, and are you communicating positively? As you speak, do you paint what is possible rather than impossible? Furthermore, do you establish a vision? We gravitate to people with strong ethos because they have a naturally positive tone and take command of the conversation and the message they are trying to convey. They are comfortable and confident in what they say and speak clearly.
Logos — Are you rational in how you communicate? And how effectively do you link everything together so your audience can understand? No matter how many thousands of years have passed, people still need help following along with oral discourse. We need to help them connect the dots using effective transitions and speaking in an organized way. When your argument and structure are logical, the audience can’t help but be pulled in. They want to learn and hear more.
Pathos — It’s important to appeal to the emotions and ideals of our audience and elicit feelings that already reside in them. Here’s an example: I went car shopping, and while the salesman was good at the logical reasons to buy a particular model (gas mileage, resale value, etc.), my ears perked up when he talked about crash test ratings. Why? I have a new grandchild, and as a grandfather, I want her to be safe when she’s in the car with me. My emotions quickly became a big reason why I was interested in that particular vehicle.
The Business World Demands More Effective Communication
Aristotle’s three tenets of persuasion play out daily in all aspects of our lives. By harnessing them to improve your communication skills and deliver the right message in the right manner to the right audience will separate you from everyone else.
That said, it’s difficult to master Ethos, Logos, and Pathos alone. You need coaching and the right tools at your fingertips, and this is where TalkMeUp’s Persuasive Communication Model is so valuable. TalkMeUp is an innovative, one-of-a-kind software that profoundly addresses Ethos, Logos, Pathos, and related shortcomings by leveraging real-time AI for instant measurement, analysis, reporting, tracking, scaling, and more. If you apply that feedback, you’ll go to bed every night a little smarter than how you started the day.
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About the Author
Ron Placone, Ph.D., is an Associate Teaching Professor of Business Management Communication and the Former Faculty Lead and Interim Executive Director for the Accelerate Leadership Center at the Tepper School of Business. Ron teaches a range of communication courses and leadership programs for Tepper students. Ron’s research interests include civility in discourse and fostering individual and team creativity. Previously at Carnegie Mellon, Ron was the Assistant Vice President for Learning & Development. Before joining Carnegie Mellon in 1999, Ron was Vice President and Director of Organizational Development and Communications for Mellon Network Services. Ron has been a consultant, leadership, and communication coach for numerous executives and corporate and not-for-profit organizations. He has consulted in health care, financial services, education, technology, and energy sectors. Ron has a Ph.D. in Rhetoric-English from Carnegie Mellon University.
