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The power of storytelling to persuade : Aristotle’s rhetorical devices - pathos

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Engage Your Audience with Emotion


I’m sure you’ve had this experience: you’ve spent countless hours preparing the perfect slides, collecting all the data and logic to support your proposal. You've anticipated every possible question or objection. Yet, when the big moment arrives, you can't quite seem to connect with your audience in a meaningful way. They seem to be looking at their phones, not concentrating and you know your message isn't having the impact you'd hoped.


The missing piece is often an emotional appeal - the rhetorical device known as "pathos." While logos (logic) and ethos (credibility) are crucial components of a persuasive presentation, tapping into your audience's feelings is what truly makes your message persuasive. By incorporating storytelling and a compelling vision, you can inspire your listeners to take action.



People smiling listening to speaker with the secret to persuausion, pathos and storytelling written on top

Logos, ethos and paths: Aristotle's three pillars of persuasion


In his seminal work on rhetoric, the ancient Greek philosopher Aristotle identified three key elements that make a message persuasive: logos, ethos, and pathos. Let's take a closer look at each:


  • Logos - The logical, rational appeal based on facts, data, and reasoning. This is the analytical side of your presentation, where you make a clear, evidence-based case for your proposal.

  • Ethos - The credibility and trustworthiness of the speaker. This is where you establish your authority, expertise, and integrity to build confidence in your audience.

  • Pathos - The emotional appeal that evokes feelings, values, and personal connections. This is where you tap into your audience's hopes, fears, and aspirations to create a meaningful, memorable impact.


Graphic showing a venn diagramme of logos, ethos and pathos

While logos and ethos are often the primary focus in a business presentation, pathos is the secret weapon that can truly elevate your message and persuade your audience to take action. By incorporating all three rhetorical devices, you create a well-rounded, compelling case that speaks to both the rational and emotional sides of your listeners.


If you follow our Convince your audience training programme, you’ll work on all three of these to ensure you are making an impact when you present. 


The Power of Storytelling


So, how do you harness the power of pathos in a professional setting? The answer lies in the art of storytelling. Humans are wired to want to listen to stories: long before writing was invented, we used stories to educate each other. When you hear a story, your imagination immediately puts you in that situation, with all the feelings and emotions that go along with it. 


In a business presentation, storytelling doesn't have to be personal or dramatic - it can be as simple as painting a vivid picture of the problem you're solving, the people behind the product or the vision you're bringing to life. You’re giving your audience something that they can picture in their mind, making it much more real and therefore memorable. 


You could say something like this:


"Imagine a world where your company's latest innovation has transformed the lives of your customers. Picture the relief on the face of a busy parent as they effortlessly manage their household tasks, or the excitement of a small business owner as they watch their profits soar. Envision the positive ripple effect your product will have on the community, empowering people to live better, more fulfilling lives. This is the future we can create together."


By inviting your audience to visualize the real-world impact of your proposal, you're tapping into their emotions and helping them connect with the "why" behind your message. This emotional resonance can be the difference between a presentation that falls flat and one that inspires action.


For more tips on improving your presentation skills, download the 8 easy ways to engage your audience.

Creating a Compelling Vision


In addition to storytelling, another powerful way to leverage pathos in your presentations is by painting a vivid, aspirational vision of the future. Rather than just reciting a list of features or benefits, take your audience on a journey and show them what's possible.


Imagine you're pitching a new software solution to a group of executives. Instead of focusing solely on the technical specifications or cost savings, you could describe how the tool will transform their daily workflows, streamlining processes and freeing up time for more strategic initiatives. By highlighting the positive impact on their lives and the broader organisation, you're tapping into their hopes, dreams, and desire for progress.


Here's an example of how you might craft a compelling vision:


"Picture a world where your team spends less time bogged down in administrative tasks and more time innovating. Imagine the relief on your employees' faces as they reclaim hours in their day, no longer trapped in endless email threads or spreadsheet updates. Envision the boost in morale as your people feel empowered to focus on the high-impact work that truly drives your business forward. This is the future we can create together with our new software solution."


By painting this vivid picture of the desired outcome, you're engaging your audience's emotions and helping them visualise the transformative potential of your proposal. This emotional connection can be the key to securing their buy-in and turning your vision into reality.


Striking the Right Balance between storytelling and logic


Of course, it's important to strike the right balance between the three rhetorical devices of logos, ethos, and pathos. While storytelling and a compelling vision can be powerful tools, they shouldn't overshadow the logical, data-driven aspects of your presentation.


Your audience expects a certain level of analysis, data and credibility, so be sure to ground your emotional appeals in solid facts and evidence. Use your stories and vision-casting to amplify your key points, not to distract from them.


Additionally, be mindful of your audience and the specific context of your presentation. While pathos can be highly effective in a business setting, you'll want to avoid overly sentimental or manipulative tactics that could come across as inauthentic or unprofessional. The goal is to create a genuine, meaningful connection. You may also work in a context where your audience wants hard data, presented quickly: always think about what your audience wants when you prepare your presentations. 


Elevating Your Presentations with Emotion


In the end, the most persuasive presentations are those that strike a harmonious balance between logic, credibility, and emotion. By incorporating storytelling and a compelling vision into your next big pitch or proposal, you can elevate your message and inspire your audience to take action.


Remember, people don't just buy into facts and figures - they buy into the emotions and aspirations that those facts represent. So, the next time you're preparing for a high-stakes presentation, don't forget the power of pathos. Tap into your audience's hearts and minds, and see how you can really make an impact. 



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