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Make Your Pitch Stand Out Using Logos, Pathos & Ethos | Elaine Powell

Posted by vince
Published on 26 February 2019

The 2012 Olympic bid was a prime example of how to use logos, pathos and ethos to influence, persuade and inspire the target audience.

According to Aristotle in 3rd century BC, audiences’ decisions are influenced based on these three key aspects.

It is imperative to ensure that whether you’re pitching, presenting or speaking at a meeting, that you continually incorporate these elements into your communication.

So, let’s look at them in more detail.


Provide clarity around the proposition and what you can offer using:

  • Logical appeal
  • Reason
  • Facts and figures


Appeal to the audience’s emotions to drive action, taking into consideration:

  • How they feel your ideas and the situation?
  • Explore the relationship and how you will work together
  • The use of stories, metaphors, similes
  • Do you have a story that can be delivered passionately
  • Use of a simple claim that a matter is unjust
  • Appeal to fear, in order to sway the audience

Pathos is most effective when the presentation connects with an underlying value of the client.


Appeal to your authority or character, considering:

  • Your expertise and experience
  • Whether they trust you – are you credible?
  • Demonstrate how you are qualified to speak about this

Let’s look at the 2012 Olympic Bid:

In many people’s view Paris should had won the 2012 Olympic bid. Just prior to the announcement, most of the world’s media and cameras were focusing on Paris. It was their turn and they had the best facilities.

However, London won - why? They delivered the most compelling and persuasive presentation.

For example, they:

Ticked all the boxes - stadium, transport links, funding etc. (Logos)

Demonstrated that the UK is the home of sport, the birthplace of football, rugby, cricket, golf, tennis etc. (Ethos)

Showed that London is one of the most important historical, multicultural cities in the world.


Promised the Olympic Committee the opportunity to dine at Buckingham Palace. (Ethos).

Completed the presentation with a story about a young African boy who was running, stimulated by the Olympics, and their overall message was that the 2012 London games would influence children around the world to take part in sport. (Pathos).

So, create your ideal pitch and incorporate Logos, Pathos & Ethos.

Is your pitching ability holding you back from selling your products or attracting funding for your business? In the course of just one day, Elaine Powell can help you to deliver a powerful pitch for any context.

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  • "An exceptionally useful day's training, delivered in a positive and personanable manner, very enjoyable and significant food for thought. Thank You."

    Diane Wilson - DCI Notts Police
  • "The anxiety is gone - now that I understand it. Not only can I make a presentation - I feel I have so much to give now. It's quite a transformation."

    John Eden
  • "Since attending the course, I feel like a completely different person; more confident, relaxed and easy going. I gave a speech at work last week and it went so so well."

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