persuasion, So, what would one of the greatest rulers of all time have taken on his campaigns to win the hearts and minds of his huge empire?
Rhetoric, as taught to him by his popular teacher Aristotle.
Alexander the Great used war pigeons to communicate with his armies, and these three secret weapons of persuasion to win his arguments and become one of the most-studied conquerors in history:
Ethos — Promoting yourself:
This is the first step of building your credibility as an online publisher. Someone who is an expert in their field or simply exhibits a great amount of knowledge on a subject is considered trustworthy (you have perceived intelligence, reliability, and authority).
As a content marketer, job one is becoming the likable expert in your field in order to create valued content that people click and share. Awesome content builds your authority over time.
Pathos — Swaying emotions:
Generally achieved with metaphors, storytelling, or evoking strong emotions from your audience. Seen as the earliest break down of human psychology. When your visitors are swayed by your ability of storytelling they are more likely to opt-in to your email list to expand the conversation.
This gives content marketers permission to provide even more useful content, make offers, tell more stories, and share products and services with them to improve their lives. Just beware, Pathos without its companions Ethos and Logos can quickly turn into cheap hype.
Logos — Advancing your argument through solid reasoning:
Includes use of statistics, logic or specificity.
Examples are often drawn from history (see above),
mythology or hypothetical situations to create conclusions.
Also deductive reasoning lets the audience solve the puzzle for themselves by simply providing all the pieces. Cookie content that establishes a relationship of trust with your audience is built on the value of your expertise.
Often this comes in the form of social proof, testimonials, and lots of good ol’ bullets that nail down the benefits of your offer.
Was Aristotle the father of modern marketing? Perhaps. But he was also the progenitor of the modern political argument that has shaped much of the world as we know it.