Amplify Your Influence

2The Hidden Drivers of Influence

“Centuries later Aristotle’s teachings on persuasion and influence still ring true.”

—René Rodriguez

More than 2,000 years ago the Greek philosopher Aristotle was the first to recognize the power of persuasion and its role in argumentative thought. He identified critical elements—what he referred to as emotional appeals—three of which became known as Aristotle's rhetorical triangle.

Those three critical elements include logos (logic), pathos (emotion), and ethos (credibility). You may have heard these words before, but in-depth understanding of them is crucial to the AMPLIFII formula. Mastery in these areas will propel you even further and garner bigger results.

Aristotle took his thoughts on persuasion further and included two additional, often overlooked appeals, kairos (timeliness), and telos (purpose). I believe the two latter appeals are even more important to influence and persuasion today.

Wisdom for the Ages

Aristotle's teachings ring true all these centuries later. Psychologists now refer to these elements as motivational appeals necessary for persuasion. Let's look more closely.

Ethos

Would you take advice on how to lose weight from someone who is overweight? What about how to make money from someone who is broke? Of course not, because they have no credibility. They lack ethos. Ethos is your credibility and character.

Another easy example of a person who lacks ethos is someone on social media with only a few followers trying ...