You need to use emotion to be persuasive. Nine ways you can create a connection with your audience using the second mode of persuasion: pathos.
How a CEO can make or break a brand
A CEO can make or break a brand. Qantas is in trouble and the image of its CEO isn’t helping. Four questions that help us understand why.
Know the three modes of persuasion
Aristotle’s modes of persuasion should be at the heart of almost every speech. They build credibility, stir emotions, and prompt action.
Don’t Think of an Elephant! by George Lakoff
Conservatives have dominated most debates since Nixon. George Lakoff tells us how this has happened and how progressives should respond.
Know your issue? You also need to know how to frame it
Every word and every phrase evokes a frame. But what is a frame? A primer on framing and how you could be working against your own interest.
The Political Brain by Drew Westen
Drew Westen’s book is essential reading for progressives wondering why conservatives keep winning. Packed with theory and practical examples.
Why the ‘greatest’ gun control ad doesn’t work
Gun violence is a huge problem in the US and this ad fails to show the true cost. The biggest problem with this gun control ad is the guns.