WHEN you need to sell an idea at work or in a presentation, how do you do it? Five rhetorical devices can help – Aristotle identified them 2 000 years ago, and masters of persuasion still use them today:
Ethos: Start your talk by establishing your credibility and character. Show your audience that you are committed to the welfare of others, and you will gain their trust.
Logos: Use data, evidence, and facts to support your pitch.
Pathos: People are moved to action by how a speaker makes them feel. Wrap your big idea in a story that will elicit an emotional reaction.
Metaphor: Compare your idea to something that is familiar to your audience. It will help you clarify your argument by making the abstract concrete.
Brevity: Explain your idea in as few words as possible. People have a limited attention span, so talk about your strongest points first.
* Adapted from ‘The Art of Persuasion Hasn’t Changed in 2 000 Years,’ by Carmine Gallo.
