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So what about Aristotle? Aristotle’s the Art of Rhetoric contains the ‘Three Means of Persuasion’ which are Ethos, Pathos and Logos.
In most selling situations you will have to rely on all 3. The trick is finding the right combination that is suited to the person you are trying to convince. So what about YOUR processes and YOUR management decisions. How are they made? How are you persuaded and how do you persuade others? A Moral Cause / Reputation, Emotion, or Logic.
Let’s use your advertising as an example.
There are really two sides to consider. How your advertising persuades the customer and how your organization is persuaded to sell it. Let’s focus on your team, because if they can’t sell it your customers won’t buy it. Apply the right combination of the 3 means of persuasion to get your team on-board with the right mix to each person. Think about how each of your employees, employee groups, managers, top managers are persuaded. Here are some examples.
By Jon Berna
Data Driven Consulting