Framework Steps
Ethos (Credibility)
Establish your authority and trustworthiness to build audience confidence in your message.
Key Points
- •Demonstrate relevant expertise and experience
- •Show understanding of audience's context and needs
- •Present confident yet humble demeanor
- •Acknowledge credible sources and alternative viewpoints
Key Sentence Structures
- Based on my [X years/experience] in [field]...
- Research from [credible source] shows that...
- Having worked with [relevant organizations/projects], I've observed...
Pathos (Emotional Appeal)
Connect with your audience emotionally to make your message resonate and inspire action.
Key Points
- •Use storytelling to create emotional connection
- •Address audience hopes, fears, and aspirations
- •Include vivid examples and imagery
- •Maintain appropriate emotional tone
Key Sentence Structures
- Imagine the impact of [benefit/consequence]...
- Let me share a story about [relevant situation]...
- We've all experienced [common challenge/situation]...
Logos (Logical Appeal)
Present clear, rational arguments supported by evidence and sound reasoning.
Key Points
- •Use data and statistics effectively
- •Present clear cause-and-effect relationships
- •Develop logical argument progression
- •Address potential counterarguments
Key Sentence Structures
- The data clearly shows that [evidence]...
- This approach leads to [measurable outcome] because...
- Let's analyze the numbers: [data point 1] indicates...
Practice Guide
1. Content Preparation
- •Research credible sources and relevant statistics
- •Prepare personal stories and examples that illustrate key points
- •Identify audience's key concerns and values
- •Develop clear logical arguments with supporting evidence
2. Key Points of Expression
- •Maintain consistent eye contact and confident posture
- •Use appropriate vocal variety and pacing
- •Balance professional authority with approachability
- •Transition smoothly between emotional and logical appeals
3. Practice Methods
Key Inspection Points
Example Analysis
Climate Action Business Proposal
As an environmental consultant with 15 years of experience working with Fortune 500 companies, I've helped organizations reduce their carbon footprint while improving their bottom line.
Imagine our children inheriting a world where coastal cities are underwater and extreme weather events are the norm. Now, imagine instead leaving them a sustainable world where clean energy powers innovation and economic growth.
Our data shows that companies implementing sustainable practices see an average 23% reduction in operational costs within two years. For example, switching to renewable energy sources has saved our clients $2.5 million annually while reducing emissions by 45%.
Highlight Analysis
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