But don’t believe for a moment that Aristotelian persuasion belongs only to preachers and presidents. The best speeches brilliantly combine ethos, pathos, and logos. Perhaps you recall these terms from a long-ago speech class. Ethos builds credibility with your audience pathos appeals to emotion and logos addresses (no surprise) logic. 2000-year-old wisdom that never goes out of styleĮthos, pathos, and logos are the three modes of persuasion defined by Aristotle in Rhetoric, written around 350 B.C.
To do it, you must appeal to ethos, pathos, and logos. You might be tempted to wing it.Įveryone is capable of delivering a business pitch that results in venture capital, a small business loan, or another form of funding. Maybe you procrastinate on the hard work of creating a persuasive pitch. If you’re an entrepreneur who’s more comfortable working on your idea than talking about it, then you might be feeling queasy. The venture capitalist wants to hear your pitch. You’ve written a business plan, run the numbers, and made some early sales. You’ve done the market research and know your product has industry-changing potential. You’re on the brink of starting your own business.
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