One would not think a scholar like Mortimer Adler would be quoting the Greeks when it came to selling, but selling is making an argument and speaks to this in The Art of Persuasion.
There are five keys to making an argument.
- Ethos
- Pathos
- Logos
- Taxis
- Lexis
Paraphrasing.
Ethos is about the person's character. Do we trust what the individual has to say? It has to do with trustworthiness.
Pathos is about getting the emotional juices flow--getting the sympathies aroused.
Logos is the logic of the argument.
Taxis is the word order.
Lexis is the choice of words.
In my own view, too many firms today are all about slogans and while words are important and appear among the five points, a good presentation cannot start and end there -- just words.
Establishing a web presence or making any argument requires these aspects.
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