The Importance of Credibility (Ethos)

The Importance of Credibility (Ethos)

Length: 7 minutes|Difficulty: Easy

2,300 years ago Aristotle wrote the single most important book on what it takes to speak in a way that others take action because they heard your words.

The book is called Rhetoric.

We must connect on 3 levels in order to influence another person:

  1. Logos
  2. Ethos
  3. Pathos

Logos

Logos refers to the arguments – you must learn to structure arguments that connect to the world view of the audience. What do they value? What facts do they accept?

Ethos

Ethos is credibility. Credibility is about 3 elements: Authority, Energy and Connection.

Pathos

Pathos is emotion. Human beings will only change their minds if they feel an emotion related to your message. There are 2 ways that a speaker can transmit emotion to their audience.

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