Aristotle gave three means of persuasion: (1) Ethos (Credibility), (2) Pathos (Means of Communication), and (3) Logos (Logic of the Argument).
Out of the three means of persuasion most people think the logic of the argument is the most effective means of persuasion, but in reality the credibility of the speaker is the most effective means of persuasion.
ETHOS
While not obvious it makes sense that the credibility of the speaker is the most effective means of persuasion. People want to know they can trust the person they are listening to. Naturally they are going to look to see if that person is authoritative, honest, and has the credentials to trust. One of the best examples of this is going to the doctors. People believe their doctors not because of their logic or communication skills, but because they believe they are a credible source of medical advice.
PATHOS
The means of communication is often ranked as the second most effective means of persuasion. It is important that a lawyer communicate in a way that is interesting, exerts confidence, and motivates the listener. Politicians are famous for delivering simple tag lines to achieve these goals.
LOGOS
The importance of the logic of an argument is obvious. It is the substance of the argument. These arguments should be made as simple as possible. The simpler the argument, the easier it is for the audience to understand, and the more likely they will accept it.
