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Picture this: Aristotle, in a hoodie, walking the halls of a tech convention. Sounds out of place, right? But here’s the kicker — his teachings on persuasion are more relevant now than ever, especially in the B2B tech jungle. We’re talking about Pathos, Logos, and Ethos, the holy trinity of persuasion, and guess what? They’re about to become your best friends in crafting killer market messages.
Let’s face it, the technical market is absurd right now. There’s an an overload of information and heightened competition. You’ve got to capture your audience’s attention, quickly communicate your value proposition, and consistently build trust to succeed and scale.
Most technical communicators immediately gravitate toward capabilities, features, metrics, and widgets. Our instinct is to shove “all the stuff” at our audience and hope it’s what they want. That’s a surefire way to overload your audience (at best) or get ignored completely (at worst).
Look to the old masters of philosophy! Between the years 367–347 BCE, the Greek philosopher Aristotle penned a treatise on persuasion. His Rhetoric became a foundational framework for persuasion, offering a powerful approach for orateurs and philosophers to captivate their audience and drive action. But classical Greek philosophy is not something many technical marketers are exposed to in their typical career path.
So I remixed it and made it easier to grok. And who remembers their Greek anyhow?
Aristotle’s rhetoric encompasses three key pillars: pathos, logos, and ethos. Or as I like to call them, “the heart, head, and gut.”
❤️ The Heart appeals to the emotions, evoking feelings that resonate deeply with the audience.
Let’s face it, tech can be dry. But here’s where pathos spices things up. It’s all about the feels. Yes, even in B2B, emotions matter. It’s about crafting a story that makes your audience sit up and listen, not just nod and scroll.
🧠 The Head leverages logic and reasoning, providing evidence and data to support claims.
And then there’s logos. The bread and butter of tech persuasion. Facts, figures, and a clear-cut argument. It’s your data-driven, logic-laden sword, cutting through the fluff to deliver clear, concise, and compelling reasons why your tech solution is the best.
🍔 The Gut establishes credibility and trust, demonstrating expertise and reliability.
Ethos isn’t just about sounding smart or having the most degrees on your wall. It’s about trust. In the tech world, where skepticism runs high, ethos is your golden ticket. It’s showing your audience that you’re not just another tech geek; you know your stuff, and you’ve got the experience to back it up.
(side note: I use a cheeseburger for the gut because three body parts in one place would be too … ick!)By skillfully blending elements that trigger these areas, B2B marketers can craft compelling messages that get attention, get remembered, and get results.
In the modern B2B marketing landscape, our old friend Aristotle finds renewed relevance. Aristotle’s principles provide a roadmap for crafting messages that cut through the noise, resonate with prospects, and ultimately drive business growth.
Mastering the balance of these three modes of persuasion can help you unlock new opportunities, build stronger customer relationships, and drive your business to new heights.
In future posts, we’ll delve into the practical applications of Aristotle’s rhetoric, empowering B2B marketers to harness the power of persuasion and achieve remarkable results. We will explore how to leverage pathos, logos, and ethos in various marketing channels, including content creation, social media, email campaigns, and sales presentations.
For now, just remember to grab ’em by the heart, head, and gut!