Use rhetorical strategies to market content

When writing content for businesses and institutions, your content needs to be persuasive. A content writer can transform their content into compelling information by implementing rhetorical appeals. There are three rhetorical appeals: ethos, pathos, and logos. Ethos is when you establish your credibility as an informer. Pathos is when you appeal to the audience’s emotions. Logos is when your present a rational argument supporting your claim, usually with statistics or other evidence.

You can transform any message you want to say to your audience by employing ethos, logos, and pathos. The book includes several examples. One is a local florist delivering the message, “Our flowers are the freshest.” If a content writer used logos, they could rewrite the message as “Our flowers last 30% longer and are more beautiful because they’re so fresh.” If a content writer used pathos, they could rewrite the message as “Vibrantly fresh flowers will make your life feel beautiful.” If a content writer used ethos, they could rewrite the message as “Our family has been in the flower business for 100 years. We know from fresh.” Each of the sentences is more engaging than the original message. A content writer could go further and combine the ethos, logos, and pathos messages into a sentence or a paragraph. The possibilities are endless.