Strategy #42: Making Your Communications Credible and Engaging

Top 100 Digital Marketing Strategies

When trying to get your point across, either in speech or writing, you often only get one shot – and if you lose your audience, you may not get them back.

We use The Rhetorical Triangle.

Rhetoric is the ancient art of using language to persuade. If you use it well, your audience will easily understand what you’re saying, and will more likely be influenced by it.

The three points on the Rhetorical Triangle relate directly to the three classic appeals you should consider when communicating:

  • Ethos: building trust by establishing your credibility and authority (Writer).
  • Pathos: appealing to emotion by connecting with your audience through their values and interests (Audience).
  • Logos: appealing to your audience’s intelligence with well-constructed and clearly argued ideas (Context).

When you prepare a written document, speech or presentation, consider the three elements of the triangle. If your communication is lacking in any of the three areas, you’ll decrease the overall impact of your message.

1. Establish Your Credibility (Ethos)

For your message to be convincing, you need to demonstrate that you are a reliable and trustworthy source. Answer the audience’s unspoken question, “Is the source credible?”

First, establish who you are as a person.

  • Reveal your biases, beliefs, values, and assumptions, as appropriate.
  • Explain where your expertise comes from.
  • Use expert testimony.
  • Show why you should be considered an authority.

Then, consider the purpose of your communication. Is it:

  • A call to action?
  • To provide information?
  • To educate?
  • To persuade or change a perspective?
  • To present ideas?
  • To entertain?

2. Appeal to the Audience’s Emotions (Pathos)

Understanding your audience enables you to connect with them, and gives your message more impact.

Appeal to their emotions (where this is appropriate and honest) and answer their question, “Is this person trying to manipulate me?”

Ask yourself who the members of your audience are.

  • What are their expectations?
  • Why are they reading (or listening) to me?
  • How will they use this information?
  • What do I want them to take away?

Consider how you can connect with them emotionally.

  • What emotions do I want to evoke?
  • Do I use anecdotes or personal stories?

3. Consider the Context (Logos)

Think about the context of your message, the best channel of communication, and how to deliver it with a solid appeal to reason. Answer the audience’s question, “Is the presentation logical?”

Think about how you’ll present the information.

  • What type of reasoning will I use?
  • How will I support my position? With statistics? Evidence? Observations?
  • What tone will I use? Formal or informal?
  • What is the best way to communicate the message? Presentation ? Email ? Blog ?

Take into account what events surround the communication.

  • What background information do I need to supply?
  • Are there important counterarguments I should bring up and deal with?
  • Does the method or location of my communication fit with its message?

When you take into consideration the three corners of the Rhetorical Triangle, you’re better able to position your points in a way that your reader (or listener) can understand and get on board with.

By taking time to understand the art of rhetoric, you’ll give your communications more credibility, power and impact.

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Top 100 Digital Marketing Strategies

Businesses today understand they need to spend money on ads that run across Google and Facebook. Similarly, search engine optimization is now extensively used as well; however, more often than not, the problem is not in the SEO.

We are caught in a wave of constantly evolving digital ecosystem, which mirrors changes in the global economy. There is now a need for a flexible digital strategy to accommodate any change in consumer behaviour. The biggest faux pas a company can make is to stagnate, even momentarily, their digital marketing strategies.

We will share with you our top 100 digital marketing strategies – one at a time so that they are current and effective.

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