Standing in front of any audience, your goal is to persuade them ~~
- that you know what you're talking about
- that your approach/suggestion/proposal is worth considering
- that they should do what you're asking them to do
The Greek philosopher, Aristotle, put forth the notion that there are three available means of persuasion: ethos, logos and pathos. As valid today as they were over two thousand years ago, these methods, known as Aristotle's Appeals, can make your presentations more compelling to your audience.
METHODS OF PERSUASION
Ethos, Greek for character, relies on the authority, credibility or expertise of the speaker to persuade. A medical doctor as the spokesperson, in a TV commercial, for an OTC drug persuades through ethos. Another example is an announcement from the chief meteorologist at the National Hurricane Center urging people to evacuate an area because of an impending storm.
In the business presentation, a subject matter expert exudes ethos. Think Bill Gates talking about the digital revolution or Seth Godin about marketing. However, overusing this persuasion technique happens all too frequently. Don't let speaker credentials and title or rank substitute for crafting a truly persuasive argument. Ultimately it will be the audience who determines ethos.
Logos, Greek for word, uses logic, reason, statistics, polls and facts to persuade. It is harder to take the opposite point of view to an argument which uses logos because the data seems so incontrovertible. The marketing presentation using consumer research data to support introduction of a new product is logos. The case for evolution uses logos persuasion by employing scientific evidence.
Pathos, Greek for experience or suffering, persuades by appealing to emotion and imagination. This is probably the least used approach in business presentations because we've been taught to be factual and concrete. But there is power in connecting with an audience through the heart. Pathos is using stories, vivid language and passionate delivery to make your message more personal and compelling, moving the audience to identify with your point of view.
USE MORE THAN ONE METHOD
The best presentations will incorporate more than one method of persuasion. See Garr Reynolds' excellent blog Presentation Zen for an engaging discussion on the balance between logos and pathos. Logos can enhance ethos by adding some substance to the credentials. Pathos can enhance logos by making the material more alive and relevant.
In analyzing your audience and the objectives of your presentation, incorporate these persuasion methods as a more powerful way to move your audience to embrace your message.
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