How Money Is Made [Part 3]

The ladder of success is best climbed by stepping on the rungs of opportunity.
– Ayn Rand


Last time I introduced you to three greek words: ETHOS, PATHOS and LOGOS.

Pathos is the key to inspiring your customers to move to action – to buy from you.

There are two primary methods for using pathos in your messages to customers:

1) by a metaphor or storytelling (stories of other people) commonly known as a hook,
2) by personal anecdote (a personal story)

The way in which those methods are used is critical to your success.

You won’t get very far without a framework for pathos. The framework must be used to determine the tone and personality of your messages.

In the example I gave you, the Dollar Shave Club commercial, there was a certain tone and personality employed that made it resonant with so many potential customers.

Can you tell me what is what? Here’s my take on it:

1. Down-to-earth authenticity
2. Good natured humor

Part of what makes that commercial work so well is that in the video there’s no fancy offices, nothing but a lot of boxes and a big low-rent warehouse with one employee who looks like another ‘average’ working guy and someone in a mascot outfit.

It’s obvious none of them are ‘professional’ actors or models – in other words the tone and personality of the commercial is that it’s “authentic” with a dash of “humor”.

Contact me! Let me know what product or service your working with and I will offer suggestions on how to use pathos to your advantage in your marketing.

Just hit reply to any email you receive from me.

There’s no charge…

Until next time.