Aristotle’s Ideas on Persuading

As business people we need persuasion skills in the marketing of our products and services. Here is a little background on persuasion that can be used to help us focus on improving our communication and connections with others.

Over two thousand years ago the great philosopher Aristotle explored making arguments to persuade. His philosophy is still strongly engrained in our culture today.

Aristotle believed there were three ways to address an argument. They are appealing to ethos, pathos and logos. These appeals are prevalent in almost all arguments.

Ethos appeals to the character of the person writing or speaking. Pathos appeals to the emotions of others. Logos appeals to the reason of others.

In order to persuade, a person needs to have a good character. An individual is more easily persuaded by someone who he or she trusts. Next, appealing to ones emotion is important for a person to take action. Finally giving good reason appeals to the logical side of a person.

When we have a positive perception of a person it can usually be traced to a good character (Ethos), touching our emotions (Pathos), and/or appealing to our logic (Logos).

Can you think of ways of improving your marketing program using Aristotle’s ideas?