What is Ethos? How is it Used in Marketing?
Ethos is a Greek word meaning “character, disposition, or personality”.
Ethos is a rhetorical device that appeals to the audience’s sense of logic or morality. It is an appeal to the audience’s sense of logic or morality in order to establish the speaker’s credibility.
In plain English: So why should we trust what you say? What qualifies you to be giving information on this topic? What are your qualifications, your credentials, and the proof to back up your statements?
How to use it: There are so many things you can do to be seen as an expert in your industry. If you have a business in the field, then you already have some credibility! Statistics from industry professionals, competitive analysis and testimonials from customers would certainly help back up your claims.
What is Pathos? How is it Used in Marketing?
Pathos is a Greek word that means “emotion”. It is one of the three modes of persuasion, along with Logos and Ethos. Pathos can be used to appeal to the target audience’s emotions in order to persuade them.
Pathos is an important part of any argumentative essay because it appeals to the audience’s emotions. It can be used in various ways such as describing an emotional event, using emotional language, or connecting with the audience on a personal level.
In plain English: Connecting with people on a human level by appealing to their desired emotions is the objective of any marketing campaign. Do you want them to hate or love your product or want them to laugh and feel a certain need? These are all pathos-driven goals.
How to use it: A story is the best way to connect with your audience on a human level. We are all humans and know that different people feel different emotions in certain situations. This is why stories can be so effective. When thinking about a marketing campaign, consider having an employee or customer sharing a great experience with your business.
What is Logos? How is it Used in Marketing?
Logos is a Greek word that means “the power of words.” It is the use of logic and reasoning to persuade an audience.
Some examples include:
– The speaker’s credibility
– The speaker’s reputation or status in the community
– The speaker’s use of facts, statistics, research, or other evidence to support their claims
– The speaker’s ability to provide a clear and coherent explanation of their ideas
In plain English: People will believe your argument because it makes sense, is logical, and has hard evidence to back up your claims.
How to use it: This is where facts and statistics come in handy. Use product research and data to show your audience things that have been proven true about your company. Give them a tangible reason for wanting what your business has to offer.
So What?
Ultimately, it’s challenging to know how to use ethos, pathos, and logos together persuasive copy. Your marketing strategy relies heavily on how persuasive your copywriting is. If your audience is not convinced of your offer, they won’t buy it — and it’s frustrating when you find yourself getting results from a certain approach but are stuck by what to do next.
Next time you‘re crafting a social media post, blog post, or any other piece of content, take a second to consider how you‘re using persuasive appeals to write better copy. By executing on all three persuasive appeals, you will get instant, measurable results for your business.
