What is the influence of your words?
Have you ever tried to persuade or convince someone of something important? Of course you have–we do it all the time, in all kinds of ways. The question is–how effective are you?
Persuasion and influence is a part of our lives. In business, politics, the workplace, in advertising, teaching and preaching, even in conversation and personal relationships–all of us find ourselves influencing others, or trying to, and being influenced as well. Understanding some classic principles of persuasion and influence can help us exert influence in the right ways–to accomplish our goals and bring the good that we have to offer into the lives of others.
In my last post I introduced the concept of Aristotelian rhetoric as a way to exert our influence. Rhetoric includes the three basic elements of persuasion: Ethos, Pathos, and Logos. Each of these Greek words represent tools we can use to become more effective in our influence and interpersonal relationships.
In this post, I focus on Logos–the influence of your words
Nearly everyone is familiar with rhetoric to some degree. Most often in connection with the “Rhetorical Question.” That is, asking a question to make a point, with no actual answer expected. It is a device that public speakers often employ.
There is much more to rhetoric than that. It is an entire discipline, a field in which you can get a PhD. But you don’t need a PhD to develop your own use of rhetoric in practical, everyday ways. Let’s start with Logos, with the power of words to persuade.
Logos is also known in rhetoric as “The Logical Appeal.” This is whatever point you’re trying to make, and the logical argument for it. When you’re trying to convince someone of something, you want your words to make sense, to choose them well, and order them to make a logical point (notice that the word “logic” or “logical” comes from Logos).
Often, an argument from Logos will use facts and data as evidence.
Think of how a trial lawyer seeks to persuade a jury of someone’s innocence–or guilt. We’re fascinated by it, which is why lawyer shows never lose their appeal on TV (from Perry Mason to Law & Order, and beyond). A good trial lawyer will use all three of the rhetorical devices, but it is most helpful if they have facts and evidence on their side. Like one brick on another, the prosecutor will lay out the case, using not just words, but words that bear the weight of the evidence. In turn, the defense will use words and logic to question and expose gaps in the evidence, or point out the lack of evidence.
We can imagine one of the Law & Order ADA’s making their closing argument: “Ladies and gentlemen of the jury: don’t allow your sympathy for the circumstances of the accused to distract you from the evidence. We have not only the fingerprints and DNA of the accused at the crime scene, the murder weapon found in his basement, and the lack of an alibi, we also have five witnesses who heard the accused say he wanted to ‘destroy’ the victim. And, we have video evidence of the accused actually breaking into the victim’s apartment within a half hour of the estimated time of death. Consider the evidence–it cannot be more clear! Justice demands that you bring a verdict of guilty!”
THIS is an argument from logic, persuasion by Logos.
Of course, as the Proverb says, “The one who first states a case seems right, until the other comes and cross-examines” (18:17).
Cross-examination is also persuasion by Logos.
Other examples
Advertisers may use the principle of Logos if they wish to present information about their product, to serve an instructional role with the consumer. Think of the late-night infomercial, which are champions of persuasion by Logos. But you have to already be somewhat interested in order to stick around for this tsunami of information on a product.
Advertising
in times past, say 100 years ago, was much more likely to focus on persuading the consumer with facts and detailed information about the product. Today, advertising and marketing is more likely to appeal to emotions (Pathos) or their trustworthiness (Ethos), but persuasion through logical appeal still matters. Logos in advertising is more effective in persuading those who are already interested, than in hooking your audience in the first place.
Historical Documents
Such as the Declaration of Independence. Most of us are familiar with the first few lines: “When in the course of human events it becomes necessary…” Well, that may be about all that many people are familiar with (no judgment!). But we should remember that in the body of the Declaration, Thomas Jefferson was careful to lay out in detail the case of the complaints of the colonists against the British crown.
It begins with a clear thesis, and states of the intent to dissolve the connection of the American colonies with England. Next is a long list of the specific offenses of the crown, delivered in hammering accusations like bullet points. In closing he reiterates the intent to separate and become independent states. In their support for this treatise, “we mutually pledge to each other our lives, our fortunes, and our sacred honor” (ah, that’s the other line we remember–the first and the last!). The bulk of this foundational document is a recitation of facts and evidence, persuasion by Logos.
Words can be powerful, memorable. They can affect good or evil. We think in words, not in abstracts. We persuade, convince, influence–through our words.
Consider the many words we use that have Logos as their root:
- Logic
- Log (as in ship captain’s log)
- Blog (short for web-log)
- Logo (a symbol used to create identity)
- Dialog, eulogy, prologue, catalog, apology, logistics
- We Log into our computer, and on and on.
You can see that Logos is pretty important for us.
Some practical tips for influence with your words
I prefer to think of rhetoric more broadly, in terms of overall influence, not just simply persuasion. That’s my twist, anyhow. Regardless of your season of life, how can you most effectively use rhetorical Logos for influence? If you are in the “middle years” of your life, you have earned some gravitas. Leverage this gravitas and wisdom effectively to accomplish your goals and to bring benefit to others! The influence of your words matters!
- First do no harm.
- As the ancient Greek physician Hippocrates was supposed to have said, “First, do no harm.” In our zeal to be persuade, to exert influence, we can find ourselves being overbearing, pushy, know-it-all. Don’t be that way. You can be a person of influence with your words without being a jerk.
- Avoid trying to “win” an argument at the cost of the relationship, if possible.
- Let the other person save face.
- Know your message.
- It is hard to persuade when you don’t know your message. Think through what you are trying to communicate. Can you say it in one or two sentences?
- Make your point, support it with facts, illustrate with examples.
- Use plain language.
- People are more open to your influence if you speak or write plainly and directly.
- Don’t hide behind complicated and technical words.
- Consider the Gettysburg Address. Only 271 words long, and the majority of those words are one and two syllables.
- Learn some basic principles of logic, and learn to recognize logical fallacies (an unsound argument). Just read the comments following an online news article, and you’ll find an abundance of common fallacies such as these:
- Strawman Argument.
- Appeal to Ignorance.
- False Dilemma.
- Slippery Slope Fallacy.
- Circular Argument.
- Hasty Generalization.
Call to Action
In your efforts to influence with your words, with Logos remember– be human, be humble. Skill in Logos doesn’t mean you have to be like Spock or Data from Star Trek. Now I’m getting ahead of myself, since my next post will be on Pathos, the appeal to emotion. Spock and Data didn’t have any (although Data was certainly aptly named). For now, glance back through this post and ponder if there are any action points for you.
At the very least, study the short list of logical fallacies. Learn to recognize them in things you hear and read, and be aware of which ones you are most likely to commit. Some people even habitually use certain logical fallacies as part of their regular communication–don’t be one of those 🙂
If something from this post inspires you, make a note of it and write it down. Act on it. You’ll be better for it…
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Related posts:
The language of influence–Part I
Sources:
Aristotle’s Rhetoric–The Stanford Encyclopedia of Philosophy
