David is a best-selling author, speaker and trainer. He is also CEO of IPD, a world-class marketing agency based in Tampa, Florida. I have been a business owner for more than half of my life now and a ...

Statue of Aristotle at the Athens Academy in Greece.. Photo: Getty Images What does a man born in 384 BCE have to teach the modern writer? A lot. When I teach persuasive writing, participants are ...

Persuasive writing uses words to convince the reader to listen or to act. Great business writers use persuasive writing in proposals, articles, newsletters, memos, emails, requests for meetings, ...

If you want to get at the roots of contemporary advertising, you may need to go back about 2,000 years. It was Aristotle who first coined the three artistic proofs that are at heart of rhetoric and ...

Aristotle and later Cicero wrote about argument being composed of logos, ethos and pathos. Most people know the “logos” as logic and “pathos” as emotion (easy to remember because of words such as ...

Aristotelian rhetorical strategies—ethos, pathos, and logos—remain critical for persuasive communication, particularly in political oratory. Implementing these strategies in radio broadcasts presents ...

Advertisements can humor you, frighten you, delight you or incense you, but if you want to move someone based on logic and reason, your ad had better contain a rational appeal using facts, data and ...

It’s vitally important to employ Aristotle’s ‘three pillars’ if you want to create a uniquely engaging and emotive business presentation. Why should it be emotional, you ask” Because if you connect ...