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:
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.