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Persuasive
Presentations
The Greek
Philosopher’s
Guide to:
Aristotle
Question:
What do you bring to a sales pitch?
>2000 Years back
A Greek Philosopher answered that very question.
Enter the
Presentation Trifecta
Ethos
Pathos Logos
Credibility
Charisma Coherence
EthosEthosYour Credo
Ethos refers to people’s liking for
Credibility & Character
We more readily
believe people
we revere or appear to be
credible.
Distinctions
Bring up real
experiences
and know your topic
intimately
If you’re a
real expert
prove it.
Don’t speak impulsively, it only
takes one blunder to look
like a clueless bozo.
In other words, you need to look the part.
Literally.
But make sure you know what
you're talking about.
Overdressing a
little doesn’t hurt
but underdressing can make
you look incompetent.
“ Our perception of a speaker
or writer's character influences
how believable or convincing we
find what that person has to say”
PathosYour Charisma
refers to people’s liking for
emotional & personal connection.Pathos
The goal of Pathos is to put the
audience in a certain emotional state
where they become less critical.
You could say it reduces the ability
to judge, thereby clouding better judgement.
An almost primal reaction
Gerhard Roth , Biologist
“Most decisions are made unconsciously,
free will is an illusion.”
Does ‘Follow your heart’ ring a bell?
Distinctions
Use strong visuals to elicit an
emotional response from your audience.
Using images rather than just
text helps keep things interesting.
Tell Riveting Stories
that link back to your point
This indirectly raises the emotions
of your audience to your cause.
It also makes them
less likely to
become critical
of what you’re saying.
Utopia View
Give a
Illustrate a contrast between what is the status quo
and what you want to achieve
Relate back to them
No one cares about listening to what you have to say.
They only care about what’s in it for them.
Highlight parts of your solution
that are congruent with
their values.
“ The Emotions are all those
feelings that so change men as
to affect their judgements,and that
are also attended by pain or pleasure. Such are
anger, pity, fear and the like, with their
opposites. We must arrange what we have to
say about each of them under three heads.”
Logos
Your Coherence
refers to people’s liking for
logic, facts and reasoningLogos
To prove your point, you need cold
hard facts and numbers.
But Remember: Quote
only True facts.
If it’s based on your opinion, say
it. Don’t mislead your audience.
On the other hand, if
someone credible
said the same thing,
feel free to quote them on it.
To be or not to be~
Shakespeare
Industry-specific buzzwords
used sparingly can help you look more
informed and impress your audience.
Persuasion is effected through the
speech itself when we have proved
a truth or an apparent truth by
means of the persuasive
arguments suitable to
the case in question.
Want to equip yourself with
Persuasive Presentation Chops?
Sign up for our Free
Email Course on
Storytelling
Sign Me Up!
Need expert help? Contact us:
http://highspark.co/contact
Download this deck?
DOWNLOAD

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