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Ethos, Pathos, Logos: 3 Pillars of Persuasion

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         Presentation Secrets in 12 Steps

                             IFIM – July 2015

                         CONCEPT HANDOUT

                                                     

                                   ETHOS, PATHOS, LOGOS: 3 PILLARS OF PERSUASION

  • Ethos is an appeal to ethics and it is a means of convincing someone of the character or credibility of the persuader.
  • Pathos is an appeal to emotion, and is a way of convincing an audience of an argument by creating an emotional response.
  • Logos is an appeal to logic, and is a way of persuading an audience by reason.

                              How to Improve Ethos — During Your Speech

  1. Show you are one with your message by relating your experiences on the topic

  2. Use language familiar to your audience

  3. Use visuals/examples which resonate with your audience

  4.  Choose quotations and statistics from the right sources

  5. Convey Enthusiasm And Emotion

                               How to Convey Pathos — During Your Speech

  1. Select Points with Emotional Power

  2. Choose Words which Add Emotional Emphasis

  3. Use Rich Analogies and Metaphors:

  4. Tell Stories:

  5. Use Humour: 

  6. Connect through Visuals

                            How to be understandable — During Your Speech

         1. Emphasize the points of most value to audience: 

2. Use real examples, real facts and case studies: 

 3. Use facts and statistics and cite source:  

4.  Use plain language:  

5. Be explicit:

6.Trace sequences or processes in order: 

7. Use diagrams:

8. Use charts:

 9. Leverage audience ‘commonplaces’:

10. Address the opposing point of view, and refute it: 

                               DELIVERY TIPS FROM THE GURU – STEVE JOBS

                                 

    Tip #1: Start With Paper, Not Power point

   Tip #2: Tell Your Story In 3 Acts. – Stick to the Rule of 3 ,

 “Why should I care?”  From there, they focus on answering the question, “How will this make my life better?” and finally, they spell out “What action do I need to take now?”

Rule of 3 for Body of Presentation: Organize the middle or the body of the presentation by choosing three main ideas. Each of the three main ideas are then supported via a variety of evidence (which could include stories, examples, statistics, analogies, comparisons etc.).

                           

Rule of Three for Phrases, Sentences, and Words: "We can save our oceans, save our planets, save ourselves."-

TIP #3: A Picture Is Worth 1000 Words.

TIP #4: Emotions Get Our Attention. Make sure your presentation content goes beyond pure “facts.” Triggering audience emotion is a guaranteed way to increase retention and impact of your core message.

 TIP #5: Single Line Idea Descriptions :

We help Small companies close BIG Deals!  - Management Consultants

TIP #5: Make numbers meaningful : Jobs frequently used metaphors and analogies to bring meaning to numbers -- for instance, when he described the iPod as “a thousand songs in your pocket” instead of “5GB of memory.” 

 TIP #6: Ditch The Bullet Points.

               

  TIP #7: 10 / 20/ 30 Rule: A PowerPoint presentation should have ten slides, last no more than twenty minutes, and contain no font smaller than thirty points.

   

TIP #8: Rehearse Like Crazy.

                                               PRESENTATION PROCESS

STEP 1

STEP 2

STEP 3

Know the Purpose - Audience Action/   Audience expectations

Know your Audience – Build an Audience Profile

Brainstorm, Gather, Collate Information, Process

    Ethos, Pathos, Logos

STEP 4

STEP 5

STEP 6

Choose 3 points and their support

Build a framework for Body around the 3 points

Select Hooks for Body content – source visuals for slides

Step 7

Step 8

Step 9

Write out Body Script, prepare Slides with Visuals / Audio / Video etc.

Organise your Body with Transitions

Ideate on your Attention Grabber opener, hooks and Memorable Closer

Step 10

Step 11

Step 12

Write out Opener and Closer Script with slides

Rehearse, rehearse, rehearse – work on non verbals, learn up script

Anticipate Audience Questions and prepare notes

                                   Calm your nerves and present to Audience

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