In 2021, Patagonia was named the most trusted brand in the US. And it’s no surprise—because it religiously follows Aristotle’s Persuasion Triangle:
Let’s break down the three pillars of persuasion that the Greek philosopher determined 2,300 years ago,
1. Logos
Show facts and proof. Aristotle said facts are meaningless unless relevant to the listener’s life. Or, in other words: “Show benefits, not features.”
2. Pathos
The root of the Greek word for “sympathy,” pathos means connecting to your audience’s emotions.
3. Ethos
Originally, “Ethos” meant “habitat.” So being ethical is “being at home” with your listeners – sharing their manners and tone.
I love action sports. So Patagonia blends into my feed like a chameleon.
But to show ethos you must also be:
- Credible
- Authoritative
- Selfless
