The ancient Greek philosopher Aristotle believed that there were three secrets to being an influential communicator. There is much for an author to learn from these principles and how we can apply them to become more influential. The more influential we can be, the better able we are to persuade people to buy our books and other products and services. For as another famous Greek philosopher (Plato this time!) said:
“Persuasion is the key to power!”
The three vitally important secrets are what Aristotle called Ethos, Logos and Pathos.
ETHOS
Ethos means “source”
Questions to ask yourself:
- Who are you when you are communicating as an author?
- What do you stand for?
- Are you credible?
- Are you congruent about what you are communicating?
LOGOS
Logos means “word”
This is about the words that you use and the message you convey. Take care about the quality of the words you choose. Logos is concerned with logical reason and rational principles.
PATHOS
Pathos – means “emotion”
What emotions are you communicating?
People usually make decisions based upon their emotional responses which they then post-rationalise intellectually/logically afterwards.
How are you adding emotional fuel to your communication as an author?
Aristotle’s Advice To Authors:
- Ethos – As an author make sure you present yourself in a credible, congruent and authoritative manner. Authority figures are perceived as being more persuasive and influential. Please remember that Author = Authority. Make sure you leverage this as much as you possibly can!
- Logos – You only need to appear to follow the rules of logic. Aristotle believed that not everyone is capable of logical thought. However, it is important that your message appears logical and robust. The use of statistics, data and other researched evidence will enhance the credibility and therefore the impact of your message.
- Pathos - Appeal to the emotions of people rather than just their intellect. Emotions provide the rocket fuel that powers people to make decisions to purchase what you have to offer so it is vitally important that you incorporate them. The emotional centres of the brain exert a powerful effect on people, so ensure you stimulate these.
As an influential author you can expect to receive a number of benefits, including (but not limited to): increased book sales, increased demand for your other products and services, media attention and increased fees for whatever additional services you provide.
