How To: Create a Message Using all Three Persuasive Appeals

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Image Source: WilmingtonBiz.com

Author: Bethany Maksimuk

Written: March 11, 2022

Make it stand out.

You may be challenged to craft a message to an audience that is so broad that they require rationality, emotional connection, and credibility. When attempting to use the art of persuasion, you may feel yourself struggling to dwindle down what exactly your audience will react to and what they need to hear to act. 

In almost any arena of life, you will find yourself needing to ethically persuade your intended audience. This can be used in PR, opinion pieces, personal brands, and so many more areas of life. Professional communication and thoughtful word choices are key. 

Do not let your brand or your message fall between the cracks of boredom and lack of interest. 

In order to increase the impact of your messaging and balance audience engagement, you can utilize the three persuasive appeals that were coined by the Greek philosopher, Aristotle. Using these skills and consciously applying them will present an undeniable strength to your messaging. You will have the opportunity to broaden your reach.

When deciding to utilize pathos, messaging is intended to appeal to the emotions of the consumer. You will need to create a message that tugs at the heart of a seemingly over-advertized group of people. This may be proposed with a challenge in the face of a dopamine-addicted generation.

When applying the usage of logos, you are tapping into the rationality and logic of your audience. Practicality is an undeniable truth, but many people feel comfortable in their complications. Rationality is only so strong in the face of its adversaries. 

By utilizing ethos, you are presenting your trustworthiness and experience within your given subject or brand. This is a transparent and genuine way to display that you are worth listening to. This has the potential to be the key to consumer relationships that stick.

While each of these persuasive appeals has its strengths, you may still feel they when each is used alone, they fall short of the true purpose behind your message.

6 steps to seamlessly apply all three of the “persuasive appeals” in your messaging:

Step 1: Find Your Flow (Personal Strength within your brand/message)

Each business and brand will need to convey a different key message. You will know what your brand or message has to offer to your audience. Gather your keywords and find your personal flow of information that will effectively communicate your key messages. Now, get ready to apply them!

Step 2: Choose Your Hook (Pathos)

This is a vital step to the flow of your presentation or message. If you can manage to plant a seed and grasp the attention of your audience, then you have won half of the battle. Emotional connection is the key to keeping the audience interested and engaged in your brand/message, and what it has to offer. If you can provide accurate diversity to this first step, you will find more people connecting personally to what you are saying.

Step 3: Portray the Issue (Ethos)

A great way to utilize your credibility is to show what personal connections you yourself or your company have with the highlighted issue. This will gain the trust of the viewers and readers and help them connect to what you are saying. 

Step 4: Provide the Solution (Logos)

Before the person who is consuming your content has the chance to fall down the rabbit hole of worries, provide them with just exactly how your brand or message can aid the issue they may be faced with. Do not over-dramatize your offer, but give them a transparent and relevant solution that you can provide.

Step 5: DIG! (Pathos)

Dig the hook deeper into the heart of the audience. Emotionally connect to them and sympathize with what their common struggle must be. This second use of the hook will leave a mark if done just right. If you can utilize the power of pathos one more time, even if your audience doesn’t take immediate action upon viewing, they may find themselves wanting to take action when their issue arises again. If you have personally connected to them, they will think of your message more than once. 

Step 6: Call to Action (Hand over the power)

End your message with an easy way to act. Sometimes the smallest invitation to contribute is more effective than a grand one. 

By now, there should be a wonderfully crafted message that has managed to hit every corner of a person's reasoning. If you can apply steps 2-6 in order, you will have a comfortable and easy message to digest. 

Ask yourself: How can they say no? If you can answer this question, tighten the reins on a potentially loose appeal or acknowledge those loose ends. 

Many people know the persuasive appeals. They are no secret. Though, with the intent to provide information that is truthful and ethically practiced, your audience will be urged to take your message into consideration. 

Next time you utilize a persuasive appeal alone, ask yourself if it would hurt to add more dynamic to your messaging.