What do the greatest speeches, sales pitches, and TED Talks have in common? They all balance five powerful elements of persuasion: ethos, pathos, logos, kairos, and telos.
Now, I know you’re probably thinking, “Mimi, what in the world are you talking about with all these Greek words?” Don’t worry—I’ve got you covered. These are just the fancy names for how to connect with people in a way that makes them say, “Yes! I need this!”
Whether you’re leading a meeting, pitching your idea to a client, or convincing your best friend that brunch is better than dinner (hint: it always is), these five elements are your golden ticket to making it happen. But before we dive in, let me tell you a little story.
The Leadership Development Challenge
Picture this: I’m leading a six-month leadership development program for new and emerging leaders. And for the final project? Shark Tank-style presentations. Yes, it was as intense as it sounds. The participants had to pitch an idea to a panel of decision-makers, and let me tell you, the stakes were high.
Now, here’s what I noticed. The people who crushed it—like mic-drop level crushed it—were not always the most experienced or the most confident. Nope. The ones who stood out were the ones who could balance all the elements of persuasion.
If they relied too much on ethos (credibility), it felt like they were showing off. Too much logos (logic), and they sounded robotic—no connection. But the folks who blended ethos, pathos, logos, kairos, and telos like a perfectly seasoned gumbo? They made the panel sit up, lean in, and say, “I want more of that!”
So let’s break it down and see how you can do the same.
1. Ethos: Build Credibility and Trust
Let’s get one thing straight: if people don’t trust you, they’re not buying what you’re selling—literally or figuratively. Ethos is about showing your audience that you’ve got the credentials, experience, or expertise to back up what you’re saying.
How to build ethos:
- Share your expertise, but don’t be a know-it-all.
- Highlight shared values—make them feel like you “get it.”
- Be authentic—because people can smell fake from a mile away.
Example:
One of my Shark Tank participants started by saying, “As someone who’s led three successful team transformations, I know what it takes to inspire action.” She wasn’t bragging; she was simply setting the stage for why the panel should trust her.
2. Pathos: Connect Emotionally
Now listen, if you can’t make people feel something, you’ve already lost them. Pathos is the part of persuasion that tugs on the heartstrings. It’s about emotion, connection, and making them say, “This is speaking directly to me.”
How to use pathos:
- Tell a story. (And make it a good one—nobody wants to hear a snooze fest.)
- Use language that sparks imagination.
- Show empathy—let them know you understand where they’re coming from.
Example:
During one pitch, a participant said, “Imagine being part of a team where every voice matters, where you feel heard and valued every day. That’s the culture I want to create.” Boom! Emotional connection established.
3. Logos: Present Logical, Clear Arguments
Now, I love a good story, but we all know that one person who’s all drama and no receipts. That’s why you need logos—logic, baby. It’s about giving people the facts, the data, and the structure to back up your big idea.
How to use logos:
- Share data or case studies to support your point.
- Keep your message clear and easy to follow.
- Address any doubts or questions before they even ask.
Example:
When one participant said, “Organizations that adopt this strategy see a 30% increase in productivity,” you could see the panel members nodding. Why? Because numbers don’t lie.
4. Kairos: Master the Timing
Let me tell you something: you can have the best message in the world, but if you deliver it at the wrong time, it’s like showing up to a party the day after—it just doesn’t land. Kairos is about timing and making sure your message fits the moment.
How to leverage kairos:
- Be aware of your audience’s current challenges.
- Match your tone to the situation—formal, casual, urgent.
- Pick the right time to share your message.
Example:
One participant nailed this when she said, “With budget planning for next quarter coming up, this is the perfect time to explore this solution.” She didn’t just talk about her idea; she made it relevant to the moment.
5. Telos: Align with Purpose and Values
Finally, telos is the glue that ties it all together. It’s about showing your audience the why behind your message. What’s the bigger picture? What’s the purpose that connects it all?
How to use telos:
- Highlight the mission or values driving your idea.
- Make it about them—what’s in it for your audience?
- End with a call to action that inspires.
Example:
One of my favorite presentations ended with this line: “This isn’t just about increasing efficiency—it’s about creating a workplace where every team member feels empowered to thrive.” You could feel the panel leaning in because she made it about something bigger.
The Lesson: It’s All About Balance
Here’s the deal: too much of one element, and you’re out of sync. Too much ethos? You sound like you’re bragging. Too much logos? You lose the human connection. It’s all about weaving these five elements together in a way that feels natural and balanced.