Unlocking the Power of Persuasion: The Rhetorical Triangle – Ethos, Pathos, and Logos for Business Success
Read Time: 10 Minutes
Introduction
THIS BLOG WILL HELP YOU with implementing your Rhetorical Triangle – Ethos, Pathos, and Logos
What is the Rhetorical Triangle Concept; Ethos, Pathos, and Logos?

Why is the Rhetorical Triangle Concept important to your Small Business?
- Establishing Ethos: Building trust and credibility with your audience is essential for any small business. By establishing your expertise, highlighting your successes, and sharing positive feedback from satisfied customers, you can create a reputation as a knowledgeable and trustworthy business owner. This can lead to increased sales, repeat business, and positive word-of-mouth recommendations.
- Creating Pathos: Emotion plays a powerful role in decision-making, and using pathos in your communication can help create an emotional connection with your audience. By telling stories that illustrate the benefits of your product or service, using evocative language, and emphasizing the emotional benefits, you can create an emotional pull that motivates potential customers to take action.
- Providing Logos: Logical appeals are important in helping potential customers understand the value of your products or services. By providing clear and compelling data, demonstrating real-world examples of how your product or service has solved problems or improved outcomes for others, and presenting a clear argument for why your solution is the best choice, you can convince potential customers of the effectiveness of your offering can increase sales, build a positive reputation, and grow your business.
Tips on creating your Rhetorical Triangle
So how can you create effective ethos, pathos, and logos for your business? Here are a few tips:
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Provide evidence of your expertise: Highlight your education, experience, and any awards or accolades you’ve received in your field. Share success stories: Showcasing examples of your work and how you’ve helped clients or customers can be a powerful way to demonstrate your credibility.
- Highlight testimonials: Sharing positive feedback from satisfied customers or clients can help establish trust and credibility.
The rhetorical triangle is a powerful tool for persuasive communication in business. By understanding and utilizing ethos, pathos, and logos effectively, you can create messages that are both engaging and convincing. Remember to strike a balance between the three elements, and to provide evidence, emotional appeal, and logical reasoning to support your message. With practice, you can become a more effective communicator and drive better results for your business.
Examples of how to use Pathos, Logo, and Ethos
Here are some examples of Ethos, Pathos, and Logos being used by wellknown brands:
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COCA-COLA
- Coca-Cola is a brand that often uses emotional appeals in its advertising campaigns. Its “Share a Coke” campaign, for example, emphasized the emotional connections that people have with their names, encouraging them to buy a personalized Coca-Cola bottle to share with friends and family. By playing on the emotions of nostalgia and togetherness, the campaign was able to resonate with customers on a deeper level.
DOVE
- Dove’s “Real Beauty” campaign is another example of a brand using emotional appeals. The campaign featured real women of different shapes, sizes, and skin tones, promoting the idea that beauty comes in all forms. By using real women instead of models, the campaign was able to connect with consumers on a more personal and relatable level.
Overall, the use of Ethos, Pathos, and Logos is common in many well-known brands, and these elements can be incredibly effective in establishing credibility, building emotional connections, and providing logical reasoning.
Here are the steps you can take to create Ethos, Pathos, and Logos for your Small Business:
Here are some examples of Ethos, Pathos, and Logos being used by wellknown brands:
Step 1: Identify Your Audience
The first step in creating Ethos, Pathos, and Logos for your small business is to identify your target audience. This will help you tailor your messaging to their specific needs, preferences, and pain points.
- Look at your sales data, website analytics, and your social channels.
- Who are the demograph buying from you.
- Location (Countries to cities), Male to Female, etc.
- Who are the demograph buying from you.


Step 2: Determine Your Unique Selling Proposition
Your Unique Selling Point (USP) is what sets your business apart from your competitors. It’s what makes your products or services unique, and it’s the reason why customers should choose you over others. Your USP can form the basis of your Ethos, Pathos, and Logos messaging.
Step 3: Establish Your Credibility
To establish your Ethos, you need to establish your credibility with your audience. This can be done by highlighting your expertise, experience, and achievements.
- You can share your credentials
- Showcase your work
- Highlight any awards or recognition you’ve received.


Step 4: Connect Emotionally with Your Audience
To create Pathos, you need to connect emotionally with your audience.
- Tell stories that evoke emotions, using language that resonates with your audience
- Emphasize the emotional benefits of your products or services.
- Use customer testimonials and reviews to showcase the positive emotional impact your business has had on others.
Step 5: Use Logical Reasoning to Support Your Messaging
To create Logos, you need to use logical reasoning to support your messaging.
- Provide data, facts, and real-world examples that demonstrate the effectiveness of your products or services.
- Use case studies, research studies, and testimonials to support your claims and show how your business can solve the problems of your target audience.


Step 6: Refine Your Messaging
Once you’ve created your Ethos, Pathos, and Logos messaging, it’s important to refine it based on feedback and testing. You can test your messaging through A/B testing, customer surveys, and focus groups. This will help you determine what works best for your audience and refine your messaging accordingly.
- Just keep in mind that your goal is to convince the consumer by tapping into their emotions (Pathos), stating why you’re the best option logically(Logos), and proving that you’re a trustworthy source for this particular product or service(Ethos).
Key Takeaways
- The Rhetorical Triangle is a concept that uses the three elements of ethos, pathos, and logos to create persuasive messages that establish credibility, create an emotional connection, and provide logical reasoning to motivate the target audience to take action.
- Establishing Ethos:
- Provide evidence of your expertise
- Share success stories
- Highlight testimonials
- Creating Pathos:
- Tell a story
- Use evocative language
- Emphasize the emotional benefits
- Providing Logos:
- Use data and statistics
- Provide case studies
- Present a clear argument
- Remember to strike a balance between the three elements and provide evidence, emotional appeal, and logical reasoning to support your message. With practice, you can become a more persuasive and effective communicator, ultimately driving better results for your business.
Summary
WORKS CITED/ RESOURCES
- Alvin Park (2022). Examples of Ethos, Pathos, and Logos. Examples.yourdictionary.com/
- AJ DETISCH (2023). Ethos, Pathos & Logos: Definition and Examples of Persuasive Advertising Techniques (2023). Studiobinder.com/
- Indeed Editorial Team (2023). The Rhetorical Triangle: Understanding Ethos, Pathos, and Logos. indeed.com/career-advice/
- Hyper Bolit (2020). How to understand any speech: your guide to ethos, pathos & logos. hyperbolit.com/
- Mind Tools Content Team (/).The Rhetorical Triangle. Making Your Communications Credible and Engaging.mindtools.com/