Episode 43: Real Talking Tips – Power of Persuasion: LOGOS

Real Talking Tips 43 – POWER OF PERSUASION – LOGOS is the second rhetorical appeal in this 4-part Real Talking Tips series. We started with ETHOS, a speaker’s authority, background and ‘street cred’.

LOGOS is the very heart and soul of the writer’s and speaker’s message. Logos provides facts, price, size, reasoning, numbers, dates, times, percentages, and function. Logos supports the argument with research, evidence, and proof to make a particular claim.

These logical bits of information have a purpose and need to stand out in order to persuade and convince. Using the movements and gestures we worked on in the Real Talking TipsWord Emphasis episodes 27-37 help define those key logical elements so the purpose and importance of the LOGOS stands out.

Logos = Logic = Uniqueness.

Practice along with the Real Talking Tips video, audio podcast, this blog, my Elaine Clark apps – Adding Melody To Your Voice and Activate Your Voice plus my best selling Elaine A. Clark books, There’s Money Where Your Mouth Is and Voice-Overs for Podcasting.

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43: Use Logical Reasoning to Persuade.

Real Talking Tips 43 is the second of 4 episodes focused on the POWER OF PERSUASION. In the previous episode, we explored a speaker’s authority, background, and ETHOS. In other words, a person’s ‘street cred’. The second rhetorical appeal in this Real Talking Tips series is LOGOS.

Logos is the logical reasoning that supports written and spoken statements. Logos provides specific information, like facts, figures, times, places, statistics, and case studies. Sounds very lawyerly, right? Well, Rhetoric (after all) is the art of argumentation. And the best way to win an argument is to provide data that supports and persuades people to accept and believe your statements and point of view.

Aristotle defined Logos as one of the three rhetorical components back in 350 BC. Logos is used everywhere, in advertising, news, politics, courtrooms, podcasts, and everyday conversation. Logos appeals to our mind and intellect. Logos can be simplistic or complex depending on the topic and target audience.

As we move into this second section, I offer another Aristotle quote:

“For the things we have to learn before we can do them, we learn by doing them.”

So let’s start ‘doing’!

LOGOS - Power of Persuasion

#2 Power of Persuasion: LOGOS.

Logos appeals to the left side of the brain that does the analyzing.

Logic, in Greek terminology, is Logos. LOGOS requires research to find and provide evidence and proof to support a particular claim. Presenting logical information to an audience takes time to find the facts, build the claim, and convince the audience that the product, service, person, platform, or media is worth their time and attention.

When speakers gloss over or disregard the LOGOS, the purpose of the message is lost… or at least downgraded.

The purpose of advertising is to convince people to take action. Advertisers need LOGOS to support and persuade the audience. That requires research. Therefore, the writer’s job is to find out what makes their client’s product or service better than the competition. Logos could be price, service, location, support, ease of use, taste, convenience, quality, or a host of other reasons. When a speaker glosses over or ignores these key logical elements, the supporting argument is lost.


Provide Logos

LOGOS = Logic and Reason.

Logos is the very heart and soul of the writer’s and speaker’s message.

Logos provides the What, When, Where, and How:
• Facts
• Price
• Size
• Comparisons
• Reasoning
• Numbers
• Dates
• Times
• Percentages
• Performance
• Function
• Judgment

These logical bits of information have a purpose. Using the movements and gestures we worked on in the Real Talking Tips Word Emphasis episodes 27-37 help define those key logical elements so they stand out.

So here’s your assignment:
When you say logical information, don’t gloss over it. Honor the foundation and purpose of that information. Remember that LOGOS provides substance to substantiate a claim.

Join me next time in Episode 44 as we connect with our PATHOS in Real Talking Tips the Power of Persuasion.


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