Hey there, Influencer!!
Ever wondered why some messages stick while others fall flat? Why do some brands become legends and others are forgotten?
It's not magic, it's mastery—mastery of persuasion.
And guess what? The recipe for persuasion hasn't changed in over 2,000 years. Aristotle wrote the book on it—literally. It's called "Rhetoric," and it's as relevant today as it was in ancient Greece.
Now, Aristotle broke down persuasion into three key elements:
- Logos (Logic)
- Ethos (Credibility), and
- Pathos (Emotion).
And these elements? They're the building blocks of your messaging architecture. Let me break it down for you.
Logos: Make it Make Sense
Your message needs a logical structure. It's the "what" and the "how" of your story. What problem are you solving? How does your solution work? If your audience can't follow your logic, you've lost them.
Ethos: Be Someone They Can Trust
Credibility is key. You need to show that you're reliable, knowledgeable, and ethical. Ethos is the reason people choose brand names over generics. It's why we read customer reviews and ask for recommendations.
Pathos: Hit 'Em in the Feels
Logic and credibility are important, but emotion is the secret sauce. It's what turns interest into desire, and desire into action. Your message needs to resonate emotionally.
Case in point . . .
Years ago, I was living in Chicago, where parking is a nightmare!! I would literally stroll the streets some evenings after work for 30 minutes or longer looking for a space I could squeeze my 4Runner into. Driving ever larger concentric circles around my flat.
The year was 2002, and then . . . enter the Mini Cooper!
This tiny car promised to solve my parking woes (Logos). It was revived by BMW, a brand I trusted and aspired to at the time (Ethos). But what sealed the deal? It was so darn cute! It looked like it had a personality—friendly, zippy, adventurous, nimble (Pathos).
I was sold.
So, what's the takeaway?
Your messaging strategy needs to be a balanced blend of logic, emotion and credibility.
It's not just about what you say, but how you say it and who says it. Get this mix right, and you won't just capture attention—you'll win hearts and minds.
Ready to level up your messaging game? Hit reply and let's chat.
Until next time, keep blazing those trails!
Thanks for reading to the end! Happy humpday.
Ginger
