Aristotle’s Rhetorical Appeals
Ethos: Credibility in Giving the Message
- Who are you?
- What is your credibility?
- Why should someone listen to you?
Pathos: Why Should I Care?
- What does that mean to me?
- Why should I care?
- How will you connect with me emotionally?
- How do you make your message important to me?
Logos: How Will You Make Me Understand?
- What method are you using to communicate?
- What channels and means will help me understand?
The Communication Process
Deliverer → Distractions/Distortions → Receiver(s)
All communication fits into this simple model. As effective communicators, we must deal with:
- Distractions
- Distortions
- Cultural boundaries
- Any obstacle standing between our message and the receiver’s understanding.
Channel Richness
- A report is low on channel richness.
- Memos, instant messages, etc., move along the continuum.
- Face-to-face communication is the richest channel.
Levels of Communication
Level 1: The Social Level
- Small talk: weather, sports, news.
- Superficial but essential for building social bridges.
Level 2: The Mental Level
- Ideas, facts, strategies, tips.
- Common in professional environments.
- Conversations can easily move between levels 1 and 2.
The Deep Levels of Communication
Level 3: The Emotional Level
- Discusses wants, needs, fears, joys.
- Root of Pathos.
Level 4: The Spiritual Level
- Rare, profound connection without ego or game.
- Requires trust, time, and intention.
- Represents pure communication.
Communication Styles
Receiver Preferences
- Written vs. Discussion
- Written: prefer to read in advance.
- Discussion: prefer live conversations.
Perspectives
- Detailed vs. High-Level
- Detailed thinkers need full context.
- High-level thinkers want key points first.
Frequency
- Understand how often the receiver wants updates.
- Match communication frequency and style accordingly.
Formality
- Formal: Face-to-face + follow-up in writing or by phone.
- Informal: Memos, personal letters, informal updates.
Example: Detailed written quarterly report vs. weekly face-to-face update.
Types of Decision Makers
Charismatics
- Love new ideas and thinking.
- Balance facts with emotion.
- Appeal to both head and heart.
Thinkers
- Want well-supported, data-driven arguments.
- Prefer time and multiple presentations.
Skeptics
- Suspicious of new ideas.
- Often challenge new models.
- Provide data that questions their assumptions.
Followers
- Rely on social proof.
- Need to know others have already succeeded.
- Name competitors, experts, or case studies.
Controllers
- All about facts and data.
- No emotional investment.
- Dislike uncertainty.
Elements of a Strategic Conversation
Intention
- What impact do you want?
- What message should the receiver take away?
Open Communication
- Know your information.
- Share to build credibility.
Effective Listening
- Listen loudly—focus entirely on the receiver.
- Understand whether your message is being received.
Discernment
- Ensure proper judgment and perception of your message.
Dialogue vs. Discussion
- Dialogue: Shared vision, emotional connection.
- Discussion: More like debate.
Body Language
- Align your body language with your message.
Communication Toolbox
Sharing Credit
- Credit others to build goodwill and humility.
Conversational Rituals
- Appropriate pleasantries before business.
Feedback
- Give negative feedback privately.
- Focus on data, facts, and solutions.
Compliments
- Give sincere compliments, not flattery.
Personal Authority
- Use tone, structure, and formality to assert authority when needed.
Speaking Style
- Shape perception through your tone and delivery.
Listening Loudly
- Read between the lines.
- Be present and note key points to follow up later.
Ask Open-Ended Questions
- Encourage exploration of thoughts and feelings.
Move from Head to Heart
- Transition from facts to emotional resonance.
Power of Silence
- Use silence to allow deep thought.
- Don’t rush to fill pauses.
When Silence is Destructive
- Don’t withhold answers when you have them.
Being Authentic
- Don’t perform—be real.
- Share from your perspective.
- Express emotion, passion, and personal experience.
Storytelling
- Turn facts into engaging narratives.
- Avoid rumors—they are negative stories.