ETHOS PATHOS LOGOS
If you wanna get your prospects attention,
if you wanna get the best writing,
you've got to find a writer who knows how to use his Greek brothers,
ETHOS, PATHOS, & LOGOS
A little tale will help, courtesy of Aesop:
“The Wind and the Sun were disputing which was stronger.
Suddenly, they saw a traveler coming down the road. The sun said, ‘I see a way to decide our dispute. Whichever of us can cause that traveler to take off his cloak, shall be regarded as the stronger. You begin.’
So the sun retired behind the cloud.
And the wind began to blow. Blow as hard as he could upon the traveler.
But, the harder he blew, the more closely did the traveler wrap his cloak around himself.
Until at last the wind gave up in despair.
Then the Sun came out.
And shined in all his glory upon the traveler. Who soon found it way too hot to walk with his cloak on.
The traveler removed his cloak.
And so the Sun was declared the winner.
And ever since, persuasion has been held in higher esteem than force.
Sunshine, of a kind and gentle manner, will sooner open a poor man's heart than all the threats and force of blustering authority.”
Thank you, Aesop.
That’s an example of “PATHOS”. The Greek word for
"suffering," "experience," or "emotion."
Emotion is the keyword.
It is usually evoked by telling a story. Or talking to the reader in a very personal fashion.
Show me a copywriter who doesn’t stir his prospects' emotions, and I’ll show you a copywriter who doesn’t sell.
But, emotions alone are not enough. Your prospect is smarter than that.
Meet the rest of the family.
Let me introduce PATHOS’ brothers, ETHOS, and LOGOS.
The big 3 Greek brothers – the ‘OS’ family.
He makes an appeal to what the reader believes is right and “ethical”.
He’s who convinces your reader you have character and credibility.
He’s who convinces your reader you are trustworthy.
The third brother is LOGOS.
He appeals directly to logic. To reason.
How well your writer uses this Greek brother to argue his or her point, will go a long way to getting your prospect to move to action.
A writer utilizes these three facets – the Rhetorical Triangle - to convince his audience of his argument. It’s a useful tool you can use to evaluate the effectiveness of your copy.
A good copywriter will have, or should, have studied these speeches, or writing, or communications concepts in addition to all the other theories of effective,
You, as a marketing director, should know this concept. It will enable you to better evaluate any prospects and his/her writing.
“Do they incorporate the 3 Greek brothers?”
If you add this knowledge to your vetting arsenal, it’ll help you get the writers you need and can count on.
If you’re not satisfied with the writers you have, or need to add good writers to your stable,
email me – Ian@stirlingCW.com/contact-form/