Three Pillars of Persuasion

Get a weekly writing tip delivered to your inbox.

Zero spam. Unsubscribe at any time.
eTipHeader.png

—Bite-sized advice for better business writing—

Three Pillars of Persuasion

“Character may almost be called the most effective means of persuasion.”

— Aristotle

When you need to convince your reader of something, look for inspiration from ancient Greece. 

That's where Aristotle, the father of rhetoric, introduced three effective means of appealing to audiences. You can use them to write more persuasively:

  1. Appeal to ethos: Establish your ethical trustworthiness as a writer.
  2. Appeal to logos: Use logic to argue for a conclusion. 
  3. Appeal to pathos: Connect to your reader’s needs and desires. 

How can I show that I am trustworthy?

Treat yourself, your reader, and your subject ethically, making realistic statements that are backed up with solid support. Always avoid overly emotional statements. Once you have established trust, maintain it.

Don't Say: You got a hankering to shoot some big game? Come on down to Grand Teton for the annual elk shoot. They’re monster-sized, and they gotta go!

Do Say: Grand Teton National Park will conduct its annual Elk Reduction Program beginning Saturday, October 8. Licensed hunters can sign up to help reduce the oversized herd and ensure elk population health.

How can I use logic to convince the reader?

Build your argument carefully using sound reasoning. If readers can follow your logic, they are likely to accept your conclusion.

Don't Say: We make sure to feed the elk too much every winter so that by next fall we can shoot as many as we want. And they’re big targets, so they’re easy to hit.

Do Say: The winter-feeding program at the National Elk Refuge has prevented starvation, but lack of predators and an artificially low mortality rate make elk numbers problematic.

How can I connect to the reader’s needs?

Analyze what your reader needs, wants, and values. Then responsibly connect your position to those needs. Don’t manipulate the reader with emotional statements, as commercials often do. Instead, show how the reader benefits (not how the writer benefits).

Don't Say: Help the National Park Service conduct its Elk Reduction Program so that our national park won't become overrun by the problem.

Do Say: Participating in the program helps the environment and provides excellent game for your dinner table.
eTips_editor.png

Play the Editor!

Practice making appropriate appeals by revising these sections from a fund-raising letter. Scroll down to see our recommendations. 

  1. Rewrite this section to make the appeals more trustworthy.

    2. You have no idea how many adults in this country read like a bunch of third graders. Literally no one seems to care about the adult literacy problem.

  2. Rewrite this section to correct the exaggerated claims and faulty logic.

    3. We at the National Campaign for Literacy work with more than 100 schools, neighborhood groups, and government agencies to combat adult illiteracy. Our success rate is astronomical. We alone can stem the tide of the crisis. We need your money.

  3. Rewrite this section to appeal to the reader's needs.

    4. The additional funds will help us achieve our goal of starting 29 new programs and improving our reputation.
eTips_support.png

Get More Support

Refer to the Write for Business Guide, Courses, and past eTips for more advice for persuasive writing.
eTips_answer.png

Editor's Recommendation

  1. Rewrite this section to make the appeals more trustworthy.

    Each year, too many students leave high school functionally illiterate. In fact, nearly 15 percent of adults in this country cannot read at a third-grade level.

  2. Rewrite this section to correct the exaggerated claims and faulty logic.

    The National Campaign for Literacy works with more than 100 schools, neighborhood groups, and government agencies to combat adult illiteracy. For the past 14 years, we've helped hundreds of thousands of adults learn to read. Yet, adult illiteracy remains an enormous problem. To address the problem, we plan to fund 29 new programs. We cannot do so without your support.

  3. Rewrite this section to appeal to the reader's needs.

    Your donation will bring adult-literacy services to resource-poor areas. Your tax-deductible gift will also bring you recognition, including a personal acknowledgment on our website and in our newsletter to 50,000 subscribers. Of course, the greatest benefit comes as you help countless adults get better jobs and improve their confidence and self-worth.

Get a weekly writing tip delivered to your inbox.

Zero spam. Unsubscribe at any time.