To successfully sell your next idea, try using these five rhetorical devices that Aristotle identified in your next speech or presentation. 00:00 More than 2,000 years ago Aristotle outlined a formula on how to become a master of persuasion 00:42 Aristotle's five rhetorical devices 00:57 Ethos (Character) 01:48 Logos (Reason) 02:08 Pathos (Emotion() 02:50 Metaphor 03:27 Brevity More than 2,000 years ago Aristotle outlined a formula on how to become a master of persuasion in his work Rhetoric. The first device is ethos or “character.” In order for your audience to trust you, start your talk by establishing your credibility. Then, make a logical appeal to reason, or “logos.” Use data, evidence, and facts to support your pitch. The third device, and perhaps the most important, is “pathos,” or emotion. People are moved to action by how a speaker makes them feel. Aristotle believed the best way to transfer emotion from one person to another is through storytelling. The more personal your content is the more your audience will feel connected to you and your idea. Based on the HBR article by Carmine Gallo: The Art of Persuasion Hasn’t Changed in 2,000 Years (https://hbr.org/2019/07/the-art-of-persuasion-hasnt-changed-in-2000-years). This video is co-produced with @Emeritus . You can find more co-productions from HBR and Emeritus on the Emeritus app: https://emrt.us/HarvardBusinessReview Follow HBR: https://hbr.org/ https://www.linkedin.com/company/harvard-business-review/ https://www.facebook.com/HBR/ https://twitter.com/HarvardBiz https://www.instagram.com/harvard_business_review Sign up for Newsletters: https://hbr.org/email-newsletters #HarvardBusinessReview #Explainer #Persuasion