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Many moons ago, a rhetorical conversation is the art Aristotle’s people engage in for the goal of a persuasive end. It embarks condescending arguments and debates to influence people’s beliefs. With rhetoric, language altered the face of the world from centuries after centuries. 

Aristotle, quite a character in the history that represents one of the most uncanny brains in the world. His philosophies that stood the test of time make him a reliable source of what copywriting is all about. Although, with the diversity of the time frame, the idea still applies to this modern world. 

Persuasion, it is a tactic that goes hand-in-hand in introducing a product to the market. It entails the questions of “what approach to execute to convince the target market that they have a need for your product?”. With the balanced use of emotions, flowery words, and proof, marketing efforts will be well paid off. 

Aristotle A Copywriter

Aristotle is also well-armed with the techniques of persuasion and rhetoric. However, Aristotle knows how to back emotions and flowery words with facts. And that’s one copywriting technique he unconsciously unlocked back when humans are in a war between whether the world is flat or spherical. 

Aristotle was one commendable philosopher that used persuasion to inspire, educate, and help. Which, in this modern era, works best. With digital technology penetrating the world with software and encrypted messages, persuasion with the goal of inspiring your market to take action, educating the people with its benefits, and helping resolve a problem catches attention and induce action. 

Bloated testimonials, false marketing, and fancy words can only go a certain way. But, with facts, marketing communication will result in integrity, credibility, reliability, and loyalty. While persuasion was widely used during his reigning years, Aristotle formulated his own rules of persuasion. 

Aristotle’s Persuasion Rules


Being ethical and truthful are the weapons of persuasion. However, not being able to project your ethical ways will serve you no purpose. Ethos does not tell you to put on a facade and act accordingly, ethos is about revealing your character in such ways that will project commendable ethics. 

How To Project Morals In Subtle Ways

  • Share personal experience regarding the issues you are trying to help resolve for your audience. It shows a sense of credibility and understanding of what they are actually going through. 
  • Lose jargons! Words that are beyond the comprehension of your audience will make them inadequate. 
  • Exhibit a genuine want to help your target market. 
  • Show off your expertise in the matter. It makes you look credible to solve their problems if you project that you have acquired experience and expertise. 


Logos, a Greek word for “word/reason”. In this cutthroat competition in the digital marketing industry, proof is essential. It is simply the act of backing your point with proof, not just piffle or allegations. Showing that your product/service actually works, it needs to show results that it actually does. Here’s how:

  • Prevent using ambiguity. If you want to convince your audience that your product is nowhere on a mediocre scale, show proof by laying out rock-solid benefits and facts. 
  • Stray away from hyperbole. False promises can destroy a brand. If you come to think of it, advertising a skincare product that can transform your face in a matter of a week is farfetched than promising them a better-looking skin with constant use, proper diet, and daily exercise. 
  • If you’ve shown proof, follow it. Stand by your facts. Who else will believe you if you are not convinced yourself?


Pathos is focused on stirring emotions. One of the tactics that cut deep into your target market given if you have an effective marketing technique. To aid this classic persuasion technique, pathos must be backed by steadfast logos and the tones of ethos.  

How To Trigger Emotional Points According To Aristotle?

  • Use actual stories to boost visualisation and imagination. Describing in-depth about how it feels and how it will feel using vivid examples will project your credibility in resolving the problem laid out.  
  • Ask the right questions to engage your readers. The right questions will get your audience to start articulating their own situation. They will start to engage and think about taking action. 
  • Prolong the attention of your audience by creating an organic flow. Write using your own true voice and gradually build suspense without disclosing too much. It will keep them wondering and curious; hence they will make it up to the end of your copy. 
  • End with a heart-flushing and mind-boggling argument right at the end. It’s one of the ways for you to inject a call-to-action without actually putting a call-to-action button. 

The world is swarming with feigned marketing just to make a sale. Paired with technology, false claims about the product’s effectivity are becoming more and more tarnished. If you want to set your brand apart from those who are making false promises, ethos, logos, and pathos will guide you. Convince your hard-knock audience just like how Aristotle convinced the 322BC world with ideas that are set for this contemporary digital generation. 


Author Jessica

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