Stephanie Scotti says that when it comes to persuasive communications, Aristotle was right – as far as he went almost two millennia ago.
The Greek philosopher said there were three principles of persuasive communication:
- Logos -- presenting a clear and rational argument;
- Pathos -- using emotion; and,
- Ethos -- establishing credibility.
But according to Scotti, who has eight years of experience teaching presentation skills at Duke University, “communication is more complex than ever,” and so she has updated Aristotle’s advice and added two more strategies. Here are her recommendations:
1. Build a clear and compelling argument.
2. Make an emotional connection.
3. Be believable.
4. Collaborate and listen.
5. Persuade even before you present.
Although her focus is on effective business communications, her advice is very pertinent in nonprofit settings as well.
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