The Core of Influence & Persuasion: Ethos, Logos, and Pathos – Character, Reason, and Emotion
The earliest thinker in the Western tradition whose ideas about influence and persuasion come down to us was Aristotle. He asserted that we need three things to build a persuasive argument: ethos, logos, and pathos. In English, these character, reason, and emotion. They are appeals to our gut, to our head, and to our heart!
Watching this video is worth 2 Management Courses CPD Points*.
🔎 See below for details
Influencing and Persuading
This video is part of course module number 2.6.1
Program 2: Manager as Communicator
Course 6: Influencing and Persuading
Section 1: Basics of Influence and Persuasion
Other videos in this section include:
🎬 The Good, The Bad, and The Ugly of Influence and Persuasion https://youtu.be/V6yNgVVCAl8
🎬 The Core of Influence & Persuasion: Ethos, Logos, and Pathos – Character, Reason, and Emotion https://youtu.be/GV0TGdhc1kw
🎬 Appearance Matters in Influence & Persuasion https://youtu.be/lSyAf9Htr7A
🎬 How to Influence by Making People Feel Good https://youtu.be/Ry7YVyCQE9c
🎬 How to Use Your Authority to Influence & Persuade https://youtu.be/NpiPqZYt0vM
🎬 How to Build Trust. And Why it Matters in Influence & Persuasion https://youtu.be/88UfnxnZWTc
🎬 How to Use Reason and Logic in Influence & Persuasion https://youtu.be/dzyu8ApJ-_c
🎬 How to Influence People by Appealing to their Emotion https://youtu.be/yOFsPPgrS30
🎬 Tit-for-Tat: How to Influence with Reciprocation https://youtu.be/x9h-rEvfyrs
🎬 Matching & Mirroring: How to Influence by Building Rapport https://youtu.be/DRR0P5Yidpw
🎬 KISS: Keep It Short & Simple when You Want to Influence & Persuade https://youtu.be/4mQZoX-wT28
= = LESSON NOTES = =
Ethos – gut- Character
How do we know that we can trust you? It is your ethos that tells us this, and you should establish before you start to persuade someone.
Ethos answers the question: ‘why should I listen to you?’ It appeals to instinct – to our gut.
Take a look at our video series on Personal Impact: https://www.youtube.com/playlist?list=PL6vWkk9L7LeHP4d6ecPXo6SD7ADEZE-ve
Logos – head – Reason
The core of your persuasive speech needs to establish a reasoned argument that puts your evidence in a logical way.
This alone may not be enough to persuade, but without logos, persuasion becomes manipulation. Logos appeals to reason: to our head.
Pathos – heart – Emotion
Pathos is an appeal to our feelings and values. This is what gives your argument its real emotional power and moves us to want to act. Use words and stories to conjure emotion. Pathos appeals to our hearts.
Statistics convey logos: human stories convey pathos. To appeal to pathos, use story-telling.
= = RECOMMENDED EXERCISE = =
Think about the next opportunities where you will need to influence and persuade.
1. How will you demonstrate your Ethos/Character? (2 MC CPD Points)
2. How will you use your Logos/Reason? (2 MC CPD Points)
3. How will you deploy Pathos/Emotion? (2 MC CPD Points)
Keep an eye out for our next few videos, which will go into aspects of Ethos, Logos, and Pathos in more detail
00:00 – Aristotle: Ethos, Logos, and Pathos
00:48 – Sequencing your persuasive argument
01:07 – Ethos – Character
03:12 – Logos – Reason
04:15 – Pathos – Emotion
05:48 – Summary
= = RECOMMENDED READING = =
📖 My own book on Influence (introductory level)
– How to Influence in Any Situation (Brilliant Influence 2nd Ed) https://geni.us/dAS7
📖 Excellent books at a more advanced level
– Influence: Science and Practice (a classic) https://geni.us/DIX0kFL
– Influencer: The New Science of Leading Change https://geni.us/3nBJM
– The Influence Agenda (for Stakeholder Engagement) https://geni.us/InfAg
– Methods of Persuasion https://geni.us/EVYP
– Presuasion https://geni.us/aBZo0XO
– 5 Paths to Persuasion https://geni.us/Vg2vB
⭕️ Links to our book recommendations are affiliated through Amazon
Managers Need a Basic set of kit to do your job well. Here are my top recommendations: https://kit.co/MikeClayton/manager-s-work-kit (the links are affiliated)
= = MANAGEMENT COURSES CONTINUING PROFESSIONAL DEVELOPMENT (CPD) POINTS = =
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