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People forget what you say, but they remember how you made them feel

The process of persuasion, according to Aristotle, needed three elements in order for the movement of abstraction to happen. When these three elements are blended together, this then represents a potent mix of persuasive behavior. And what are the three elements?

Pathos – Emotional appeal

Ethos – Ethical, character and reputation

Logos – Logical

Pathos relates purely to the emotions felt by the audience. As Aristotle put it, persuasion may come through the hearers when the speech stirs their emotions. In other words it is essential to appeal to the emotions felt by your listeners in order to be persuasive. You need EMPATHY.

Ethos related to the speaker and his or her character as revealed through the communication. For the message to be believable there has to be a source of credibility which is something that exists in the minds of the listeners. So it’s the trustworthiness that the speaker has in the eyes of the audience. It relates to the person and refers to the sincerity that exudes from the individual.

Logos refers to the actual words used by the speaker. Choice of words and use of stories, quotations and facts are important in moving the audiences over to your point of view.

…Some people will emit trustworthiness more easily than others and this has been validated by the research of Dr. Robert Cialdini, as illustrated in his persuasion principle known as “Commitment and Consistency.” This is where we grow accustomed to a person because his/her actions are consistent with how we expect him/her to perform, which in turn allows us to trust this person and grow to like them. In essence the more supportive you are, the more a person will allow their true inner feelings, thoughts, desires and fears to surface. And this is a two-way street;the more we are deemed to be trustworthy towards another person the deeper and more personal will be the feelings, thoughts and desires that the person shares with you.

One sure way to become more persuasive is to read Robert Cialdini’s books Yes!: 50 Scientifically Proven Ways to be Persuasive and Influence: The Psychology of Persuasion. Interested in learning more about the art of persuasion.