Think about the people you know and what it takes to convince them. (I’ll give you a moment. …) You probably know a guy who needs an argument spelled out step-by-step. And you definitely have a “tug-at-their-heartstrings” acquaintance. And you likely have a friend who will “take your word for it” because she trusts you.
You naturally approach these folks differently, probably without even realizing it, because you’re familiar with them. But if you take a moment to think about it (I’ll give you a moment …) I bet you can identify patterns. Aristotle did. He realized there are three primary appeals when you’re trying to persuade: Appeal to logic, appeal to emotion, and appeal to character—logos, pathos, and ethos respectively.
We use every appeal in every argument, but knowing when to shift the emphasis of your argument appropriately—from emotion to logic or from logic to character—can be the difference between convincing or repulsing your audience.
Sometimes it also means knowing where your argument will thrive and where it won’t. Here’s some advice for using each appeal and a social network to hone your skills…