Persuasion is an ability that writers need to have in order to convince their readers and compel them to action. All copywriters and content marketers need to reflect this in their writing to make it effective in driving traffic and generating sales.
Persuasion is one of the most challenging tasks in marketing, but marketing people can’t just do away with it because it is one of the most important aspects of the business.
In writing, there are three age old techniques that writers use to persuade people to believe their views or act on their call. These are Aristotle’s ethos, pathos and logos.
In this article, we would like to give you some insights on these three persuasion techniques that you may use for effective writing:
Ethos is also known as ethical appeal. This is a means of persuasion which centers on the credibility and integrity of the author.
In ethos, the convincing power of the article relies heavily on the author’s authority and known expertise on the subject. If you want to use this technique, you need to acquire a clean reputation and sufficient knowledge of your subject in order to gain your readers’ vote of confidence.
Logos is persuasion technique that uses logic or reasoning to convince the reader to accept your point. This is the favorite method used by the great philosopher Aristotle in his writings.
In logos, the writer needs to support his assertions with facts, sound analysis and verifiable evidence to establish credibility. The inclusion of tables, charts, photos, comparative reports and testimonials, or first-hand experiences can make the writer’s arguments more valid and believable. These can greatly help to prove the soundness of the writer’s point of view.
Pathos is also called an emotional appeal. It is a method of persuasion which is done by making an appeal to the reader’s emotions.
In pathos, the writer stirs up the reader’s sensibilities to compel them to action. This entails the use of important words that can have a direct impact on their values, beliefs and goals.
Matters that involve pain, children, quality time, bonding, or community threats are fine examples of topics that can give an emotional touch to a written piece.
When using pathos as a persuasion technique, a writer needs to establish three things.
1. A personal connection with readers;
2. Recommend solutions to address the problem;
3. Reasons why certain things and events happen, and how to make them acceptable; and
4. A group where the readers belong.