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 the 3rd century BC, audiences’ decisions are influenced based on these three key aspects.
It is imperative that, whether you’re pitching, presenting, or speaking at a meeting, you continually incorporate these elements into your communication.
So, let’s look at them in more detail.
Ethos
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
Logos
Provide clarity around the proposition and what you can offer using:
- Logical appeal
- Reason
- Facts and figures
Pathos
Appeal to the audience’s emotions to drive action, taking into consideration:
- How they feel about 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 the client's underlying values.
Let’s look at the 2012 Olympic Bid:
In many people’s view, Paris should have 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.
(Ethos).
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, inspired by the Olympics, and their overall message was that the 2012 London Games would encourage 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 just one day, Elaine Powell can help you deliver a powerful pitch in any context.
