![]() It is altogether fitting and proper that we should do this. We have come to dedicate a portion of that field, as a final resting-place for those who here gave their lives, that that nation might live. ![]() We are met on a great battle-field of that war. ![]() Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived, and so dedicated, can long endure. “Fourscore and seven years ago our fathers brought forth, on this continent, a new nation, conceived in liberty, and dedicated to the proposition that all men are created equal. Or how about Lincoln in his Gettysburg Address? Logos: The drinks themselves explain the obvious next steps.Ethos: The logo and recognisable colours create trust and credibility.( Note: For some practical examples check out the stories I tell about Sean, Erin, Chris, Brian or Nick’s journeys through TAoL’s TRACKTION Masterclass.)Ĭan you see how Coke uses ethos, pathos and logos in this advert? I stoke as much desire and excitement as I can to encourage you to take action. In steps 7 and 8 (achievement, transformation) I appeal back to pathos.I lay out the solution step-by-step then anticipate and solve complications. In steps 5 and 6 (plan and conflict) I appeal to logos.I explore the emotions (often frustration, realisation and relief) that I went through as I found the solution. In steps 2, 3 and 4 (desire, wall, epiphany) I appeal to pathos.I build credibility and trust that I know what I’m talking about. I explain how I (or someone else) has been there and done that. In step 1 (backstory) I appeal to ethos.You’ll be amazed how things fit into place.ĪNYWAY, what I really want to show you is that every part of this time-tested framework fits neatly into ethos or pathos or logos… If this pattern seems familiar, it’s because pretty much every good book, film or piece of marketing ever created follows this exact hero’s journey.įun Exercise: Next time you’re reading a book or watching a movie have a go at matching the plot to these steps. Achievement – What happened in the end? and.Conflict – How did I overcome resistance?.Desire – What did I want? How did it feel?.Backstory – Why should you listen to me?.To really understand ethos, pathos and logos, it’s helpful to see them at work.įor example, here’s an 8-step framework I often use when I write TAoL‘s updates… I want to talk about ethos, pathos and logos. ![]() And our knowledge of how people influence and are influenced by others gets deeper and more nuanced every day.īut in this update, I want to talk about the three modes of persuasion first laid down by Aristotle in his Rhetoric – an ancient Greek treatise on persuasion that’s ~2,500 years old. Now, there are many ways that they do this, from the noble to the downright despicable. ![]() Whether they know it or not, whether they choose to admit it, EVERYONE is trying to change what you think or believe to be true. Everyone is trying to influence your goals and your actions. I try to convince you that reading more, learning faster and being more productive are worthwhile goals that pursuing them is the fastest and easiest way to master your health, wealth and relationships.įrom politicians to charities to businesses, from your friends, family and colleagues to people you’ve never even met – everyone is constantly at it. In these updates, I try to persuade you to take action. There’s a war going on all around you – and it’s a war of persuasion. Why Ethos, Pathos And Logos REALLY Matter. ![]()
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