The Science of Persuasion and Logos – IWTYTS

We’ve made it!

Aristotle laid out three pillars to persuasion and our final to discover together is Logos. In an emotional and highly irrational world, do we still need to use logic in debate and rhetoric?

More than ever before.

Logos translates in greek to logic and helps your audience make sense of what you’re saying.

You want to make sure that everything you say has an understandable, logical, and has a real message. The supporting arguments should be clear and flow nicely into the main points. To develop this element, key questions to ask yourself are:

1. Does this message make sense?
2. Is the message based on facts, statistics, and evidence?
3. Will the call to action actually lead to an outcome the audience wants? Will it solve the problem that’s been presented?

With high logos you are less likely to have the audience turn to the person next to them or walk away saying “what the heck were they talking about?”

I highly encourage you to focus on structure in your presentations to develop logos. I cringe when I see speakers who have a lot of great information but it’s not organized. Who tell fantastic stories, but they’re irrelevant to the main theme and therefore do not persuade.

Let’s all just keep it simple. There are only a few main structures to presentations:

  1. Intro, body, conclusion
  2. The three act structure – same style, different name, where you have the context, climax and conclusion
  3. Tell them structure – Tell what you’re going to tell them, tell them, tell them what you told them

If you focus on structure and than back up that structure with messages based on fact and evidence that support your arguments, you will successfully inject logos into your rhetoric.

Now as I hope you’re aware of from our precious posts,

Aristotle intended us to use a combination of these three forces, ethos, pathos and logos rather than keeping them mutually exclusive.

Aristotle ethos pathos logos

These pillars intertwined create the greatest chance for influence. They are supportive, and complimentary, not independent. It reminds me of when I started my first business at 18. Our trainers would often coach that there are multiple kinds of people, sharks, whales, dolphins and sea urchins, and our responsibility as presenters pitching our ideas would be to appeal to them all. The same is true here.

In each audience there will be people who just aren’t persuaded by what school you went to or what clothes you wear. There will be people who make decision solely on their gut, on emotion, and if you’re unable to appeal to that person, you will not influence them. And finally, there will be analytical people in your audiences. Are you giving them the stats and evidence and logic they need to make an informed decision, because if you aren’t it’s highly likely you’re missing out on business or changed lives.

Ultimately , my hope and vision for you is to allow these concepts of persuasion, ethos, pathos and logos to sink deep into your subconscious. For you to take them with you for the rest of your career so that when someone needs a sale made, they can call you, a relationship built, they know who to ask, or someone to change the world, you are the one on stage delivering that message.

Till next time stay on the offensive. Aggressively pursue a better version of yourself. And remember what Jim Rohn said, “you cannot change the destination of your life overnight but you can change the direction.”

Jonathan Andrews

Out.

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