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.