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Applying 2500-year-old Wisdom to Your Marketing Message

Applying 2500-year-old Wisdom to Your Marketing Message

When communicating your business purpose, it’s useful to keep in mind the wisdom of almost two and a half millennia ago when Aristotle proposed that persuading an audience has three key components:

  • LOGOS – an appeal to logic, to convince an audience based on reason through the use of facts and figures.
  • PATHOS – an appeal to emotions, to convince an audience by invoking feelings so there is empathy for the argument.
  • ETHOS – an appeal to ethics, to convince an audience of the authority and credibility of the person making the argument.

These three elements are still relevant today and particularly useful for framing your business purpose into a persuasive marketing message.

The logos of your message is important to capture the mind but facts and figures in isolation won’t capture the heart. Pathos builds attachment by going beyond rationality and evoking deep feelings about why a brand purpose matters. And ethos represents the core values and professional integrity of the business in delivering on its purpose.

Together, logos, pathos and ethos unleash a strong motivational force for action and change. When all three are embodied into your marketing message, you give reason and meaning to your business purpose, and a belief that you will do the right thing in its pursuit.


©Ros Weadman 2018   Ros Weadman is the creator of the Reputation Equation™, founder of Melbourne PR & Marketing Group and author of BRANDcode®, a marketing guide for small business. Connect with Ros on LinkedIn or via https://www.rosweadman.com.


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