Back in 300 BC, the Greeks were enjoying their Classical Era, and luxuriating in the wisdom of such legendary thinkers as Aristotle.Â
He realised that effective persuasion comes in three essential parts:
E for Ethos: The authority and credibility of the persuader
L for Logos: The sheer logic or sense in the message
P for Pathos: The emotion and passion behind the message
In your 21st century coaching or consultancy business, you’ll need to be a persuader with more than a rookie understanding of all three.
And in case you’re nervous about being branded manipulative for trying to persuade someone to enrol with you, here’s an important distinction:
- Manipulation is getting someone to do something that’s not in their best interests.
- Persuasion is getting someone to do something that’s absolutely in their best interests.
And working with you to solve their Big Expensive Problem is ALWAYS in their best interests, right?
So, if you want to get your Ideal Client into your world and you’re wondering what to say or write, remember ELP.
Aristotle was a big fan.
Love you lots
Jonny
PS: One area where effective persuasion is essential is corporate wellbeing. If your potential clients are not getting “it” when you’re talking to them, you can hone your chops by joining us in the CIB project.
It’s fast becoming the world’s #1 community of skilled and experienced wellbeing practitioners, all focused on landing lucrative corporate clients.
Reply with “CIB” and I’ll send you an info pack so you can see what it’s all about.Â