Are you searching for techniques how to persuade an audience when writing a pitch, promoting a product through content, outlining a persuasive academic essay, or creating a business proposal? Find classic but effective methods below. To make a speech or presentation effective and persuasive, you can apply the technique of PATHOS, ETHOS, and LOGOS developed by Aristotle and used as a rhetoric means.

1. What is Ethos, Pathos, and Logos?

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

As for logos, find research results, statistics, and data and present them in a structured way. Use storytelling and empathetic writing for pathos. When using ethos, refer to experts, credible sources, and evidence that can support your claim.

2. How to Use Ethos, Pathos, and Logos in Writing

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

In introduction, introduce the problem, provide a hook using statistics (logos) that appeals to reader’s reasoning or start with an anecdote (a short real and amusing story) for adding pathos. Facts are necessary for academic writing for 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 motivate to action.

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

The outline of the body of the persuasive essay looks as follows:

• 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.

You can use pathos, ethos, and logos to make your arguments more convincing when writing argumentative essays based on the Toulmin and Rogerian models.

The Main Elements of Persuasive Texts

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).

3. How to Persuade an Audience Through Your 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, needs, or pain points.Present possible problems and their solutions. Use emotional appeals through questions asking about reader’s problems.

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, find statistics from research and use a style that matches your audience to give credibility to your writing.

Identify the Audience

First of all, align your writing style with the audience. Get familiar with their challenges and interests and find statistics, expert opinions, and stories related to these topics. Social proof can make your writing convincing. For this, include case studies and testimonials.

Avoid Complex ideas and Use the rule of Three

Break down complex ideas into clear explanations. When you want to add emphasis, use the rue of three by presenting ideas in threes: for example, Save. Use. Share.

Use Emphasis Techniques

You can also use power words for emphasis and persuasion:

• Exclusive
• Powerful
• Best-performing
• Tremendous,
• Proven
• Secret, etc.

Use power words in catchy headlines to convince the audience that the post is worth reading. To make content more persuasive, emphasize what it can give to the reader or how it can benefit:

• Knowledge based on experience
• Practical insights into the problem
• Tested solutions

Change very + adjective phrases into power words: very professional – extremely professional, expert, or skillful.

Again, tell your story with emotions (pathos), include facts (logos), and add authority and expertise (ethos).

Take advantage of time-sensitive language or missed opportunities. What might happen if the audience does not read your content? Emphasize what opportunities they might miss, for example, “Join thousands of people already doing something.” Add time-sensitive phrases like:

• Limited
• Save hours
• Recently featured in…
• Only three days left…
• Start today
• Do something before…
• Limited offer that ends…

You can use analogies and metaphors to appeal to emotions.

For example:

• Catch the train before it leaves.
• The ship is about to sail! Are you on board?

End your persuasive content with a call to action:

• Share
• Download
• Comment
• Subscribe
• Store
• Book
• Buy

Key Takeaways

Persuasive writing techniques can help you make your writing credible and motivational.

• Use ethos, pathos, and logos.
• Present ideas in threes.
• Emphasize with power words, metaphors, analogies.
• Tailor words to the audience.

Share and save this article for reference when writing your essay or content. It will guide you in writing how to persuade an audience.

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Updated on August 5, 2025