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Timeless wisdom for creating compelling content in 2021

Here are the top 3 lessons in rhetoric from Aristotle

Content writing today has much to gain from Aristotle’s art of persuasion with rhetorical devices of ethos, pathos and logos.

Engaging and convincing the audience is key for any marketer, and this simple guide can prove quite effective.

Ethos (character) – establish your credibility

  • The majority (81%) of shoppers research online before buying a product
  • Share personal experiences/ stories and user testimonials to build trust
  • Avoid jargon, clickbait titles and tall promises that you can’t follow through

Pathos (emotion) – create an emotional connect

  • 95% of purchase decision making takes place in the subconscious mind
  • Show that you understand your readers’ pain points and how you can help
  • Appeal to their desire for value, create a sense of urgency, feeling of belonging

Logos (reason) – use logic backed by proof

  • Stay away from ambiguous statements and instead focus on benefits & results
  • Respect your readers’ intelligence, use reasonable premises to arrive at a conclusion
  • Research and share relevant case studies/ statistics to support your arguments

Our
handpicked quote

58% of marketers said original written content is the most important type of content, outdoing visuals and videos.

Source: Social Media Examiner

To develop persuasive content for various media as per your marketing requirements and goals, click here.

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