Are you searching for techniques how to persuade an audience? Find classic but effective methods below. To make a speech or presentation effective and persuasive, it is necessary to apply the old but useful and well-known technique of PATHOS, ETHOS, and LOGOS developed by Aristotle and used as rhetoric means.

In simple words, it means that the writer or the speaker should target the reader or the audience through emotions, credibility, and facts or reasoning.

The Use of Persuasion Techniques in Academic Writing

These elements can be incorportated in an essay in the following way.

In introduction, the writer introduces the problem, provides a hook using statistics (logos) that appeals to reader’s reasoning. Facts are necessary for academic writing as evidence and support of emotional and other statements.

Pathos can evoke emotions that underline the importance of the issue.

For example, “The problem requires attention … because if not resolved, it can cause…” It shatters the imagination of the reader causing empathy or other feelings. The latter can even motivate to action.

Ethos can be used to persuade through the writer’s formal style and academic language, inspiring credibility into words. It shows author’s professionalism and reputation.

The body of the persuasive essay looks in the following way:

• 1st paragraph: an introductory sentence presenting the first idea pertaining to the message in the introduction (formal statement) → facts, statistics, and evidence to support this idea → emotional appeal based on facts → a concluding sentence.
• 2nd paragraph – an introductory sentence of another idea for the problem (formal statement) → facts, statistics, and evidence to support this idea → emotional appeal based on facts → a concluding sentence.
• 3rd paragraph – an introductory sentence (formal statement) → facts, statistics, and evidence to support this idea → emotional appeal based on facts → a concluding sentence.

Finally, conclusion presents a summary of the main findings and emotional appeal to action or future research.

The MAIN POINTS of a Persuasive Essay

Convey the message or the idea to the reader and persuade through:

• EMOTIONS (appeal to imagination, scope of the problem);

• CREDIBILITY (professional formal academic writing and style, author’s expertise);

• FACTS AND REASONING (statistics and factual information supported by sources).

How to Persuade an Audience in SEO Content

To make blog posts and articles persuasive and engaging, appeal to emotions of the reader, show credibility, and present facts or reasoning right in the first paragraph of your writing.

First, you can appeal to emotions and feelings. Use ethos through asking questions targeting reader’s imagination, dreams, wishes or needs. In addition, presenting possible problems and their solutions. A great example (not an advertisement but a model to analyze) is posts by Marie Forleo (a popular business coach and influencer). On her website (marieforleo.com), she uses emotional appeals through questions asking about reader’s problems and giving solutions. She appeals to reader’s dreams.

To persuade, use facts from authoritative sources in the middle of your blog or article. You can also engage the reader in the first paragraph, using logos. For example, Marie Forleo uses statistics from research in her posts, which makes them credible and persuasive.

Finally, use a suitable style to give credibility to your writing.