Appeal to the head and the heart for a convincing business presentation

In the 4th century BC Aristotle wrote in his book ‘Rhetoric’ that a persuasive speech is supported by three pillars; Ethos – being credible and of good character. Logos – being logical and factual and Pathos – having emotional appeal. Each pillar is important because people are rarely persuaded by just one of them. Incorporate all three and you will greatly enhance the chances of the audience being convinced by what you say.

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