Timeless wisdom for creating compelling content in 2021
Here are the top 3 lessons in rhetoric from Aristotle
Content writing today has much to gain from Aristotle’s art of persuasion with rhetorical devices of ethos, pathos and logos. Engaging and convincing the audience is key for any marketer, and this simple guide can prove quite effective.
Ethos (character) – establish your credibility
The majority (81%) of shoppers research online before buying a product
Share personal experiences/ stories and user testimonials to build trust
Avoid jargon, clickbait titles and tall promises that you can’t follow through
Pathos (emotion) – create an emotional connect
95% of purchase decision making takes place in the subconscious mind
Show that you understand your readers’ pain points and how you can help
Appeal to their desire for value, create a sense of urgency, feeling of belonging
Logos (reason) – use logic backed by proof
Stay away from ambiguous statements and instead focus on benefits & results
Respect your readers’ intelligence, use reasonable premises to arrive at a conclusion
Research and share relevant case studies/ statistics to support your arguments
58% of marketers said original written content is the most important type of content, outdoing visuals and videos.
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