Elements of Persuasion

To move your readers you must discover all available ways of persuasion. According to Aristotle, you can persuade your readers using three elements:

    1.   Logos: The appeal to the audience’s reason.

    2.   Pathos: The appeal to the audience’s emotions.

   3. Ethos: The degree of confidence that the speaker’s character or personality inspires in the readers.

Rational Appeal (Logos)	Emotional Appeal (Pathos)	Ethical Appeal (Ethos)
facts          case studies          statistics          experiments          logical reasoning          analogies          anecdotes          authority voices	belief in fairness          love          pity          greed          lust          revenge	trustworthiness    credibility    reliability           expert testimony           reliable sources           fairness

These three appeals can be used separately, or they can be combined to increase your persuasive effect. Whenever you argue a point in writing, you analyze your subject, topic, or issue in order to persuade your readers to think and act in a specific way.

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Why do I need to be persuasive?

To be persuasive means to have the power to induce action or belief. 

Persuasive writing moves readers to adopt a certain point of view or approve a course of action.

In recent years, people have learned how to use the skill of persuasive writing to gain influence in the society.

We listen to speeches by Martin Luther King, Barack Obama, Bill Clinton and our actions are influenced by their words. They have simply learnt the art of persuasion.

We use persuasion:

·        In the work place, persuasion is crucial in negotiating a contract or a promotion.

·        In personal relationships, it is important to communicate our feelings and subtle aspects of compromise.

·        In marketing and copywriting, you need persuasion to engage your prospects and lead them to buy your products or services.

·        To get a good job, you need to convince your interviewer that you are worth their paycheck.

Persuasive skills are important in writing, marketing, negotiating, and even when wooing a woman.

We will discuss the elements of persuasion tomorrow.

Do you want to learn to write effectively? Join us for our three months intensive writing training.

Call us on 08037724431, 08054259757.