How persuasive are you? Could you sell snow in Antarctica?
Most people think persuasion is about confidence or charisma. But real persuasion isn’t about being the loudest in the room—it’s about strategy. And the best communicators follow a simple, time-tested framework.
So what is this framework?
Aristotle—yes, the ancient Greek father of oratory—gave us a three-part formula for persuasion called The Rhetorical Triangle:
- Ethos (Gut): Do they trust you?
- Pathos (Heart): Do they feel something?
- Logos (Mind): Is your message clear and logical?
THE BIG PRINT: i.e. If you take one thing away from this post it’s that…
If you want to be persuasive, engage all three—gut, heart, and mind.
Most people lean too hard on logic, but without emotional connection, you won’t move your audience.
TAKE IT FROM… Portuguese neuroscientist Antonio Damasio.
Damasio’s research shows emotions play a much bigger role in decision-making than we once believed. In fact, without emotion, people can’t make decisions at all.
That’s where storytelling comes in.
You might think your data-packed PowerPoint will win the room, but studies show that while only 5% of audiences remember statistics, 63% remember stories.
A story acts like a Trojan horse—engaging emotions, opening the mind, and creating empathy before you introduce the data that backs up the decision.
Want to increase sales?
Build trust in your brand?
Persuade an audience?
Don’t just share data—tell a story.
Need help training your team to tell better stories? Let’s talk: https://calendly.com/rebeccawilliams/30-minute-consultation
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