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ETHOS Logos & Pathos in Business - Driving your Credibility #157

Logos or adding logic to your message is a great way to pull people into your argument and yet so many people neglect this or do it really badly. It's time to get more intentional and creative about your communication to lure them in with logos. Today we're continuing our three-part mini-series on Ethos, Logos, and Pathos.
Coco taking a break
Corinne Wilhelm
Podcast Host

Welcome to the
Experts! Speak English! Podcast.

Together we’ll discover how to talk yourself into an international career without the bullshit.

And at the end of each episode, I give you an opportunity to try out what you have just learned on the show because I give you Coco’s Communication Challenge which gives you an opportunity to get out there and try out one of the tools, techniques or tips that you will have heard on the show.

I’m Corinne Wilhelm, I’m a corporate communication coach with over 20 years experience of helping leaders to secure the career that they deserve through intentional communication, intercultural awareness, and the confidence to show up as the English-speaking expert.

Let’s get cracking shall we?

Papercut head with jigsaw puzzle pieces inside. Mental health problems, psychology, memory, logic
Display stock market numbers in a street

Three Modes of Persuasion

These three modes of persuasion belong in your rhetoric toolbox. In our last episode, we explored Ethos and how it shapes credibility and trust.

Today, we’re diving into the power of Logos to persuade in corporate communication.

But before we begin, let’s quickly refresh our memories on what Logos actually means.


Logos is the persuasive appeal through logical reasoning and evidence. It relies on facts, statistics, and logical arguments to convince and influence your audience. Think of Logos as the backbone of your message, we all know that opinions are shaped and decisions are made emotionally,  but to justify those decisions we’ll look for the the solid reasoning that supports our decision.

Talk yourself into anything

So if I go out and get yet another handbag, clearly I don’t need another one but if I wanted to justify my decision as I stand in the queue wondering clutching to my soul as if my life depends on it, I will find the facts to make me feel good about this beautiful container for girlie stuff that I really need like a hole in the head. I’ll come up with arguments like, well it has a handy little pocket there, just the right size for my phone (because we all know that fishing around a handbag for a ringing phone is to be avoided at all costs). I’ll talk myself into buying it by looking at logic, the fact that it has a really sturdy strap or it is on sale – down a massive 60% (probably because it was insanely over-priced in the first place) but do you get my drift – we’ll justify our decision with logic. That’s why we are surrounded by stuff. If it wasn’t for logos, we would never go into nik nak shops like Nanu Nana – we can literally talk ourselves into anything if we want to. Or anybody else if you focus on logos.

Coco's Handbag Logic
What's in it for me?

Logos in a Business Context

So, let’s look at Logos in action in corporate communication, specifically focusing on technology, finance, and project management.

Let’s start with technology. Imagine your smartphone “is giving up the ghost” and you need a new one, like me, and you come across two advertisement banners as you strolled through the shopping centre. The first one simply claims, “This smartphone is the best on the market!”

But the second advertisement lures me in with logical evidence by stating, “Our smartphone features a dual-lens camera with 12-megapixel resolution, a powerful octa-core processor, and an ultra-responsive touch screen. These features provide you with stunning photography capabilities, lightning-fast performance, and an intuitive user experience.”

Which advertisement would you find most convincing? Most likely, the second one, simply because it appeals to Logos. By presenting specific features and more importantly their benefits, the detailed advertisement provides logical reasoning to support its claim of being the best smartphone.

The key is to connect those features to my pain point or show me how that particular model meets my need. And of course those numbers would draw you in right, there’s something about specific, accurate numbers that oozes precision and honesty.

can be tricky to say (long and lots of vowels)
So break it up

ad - ver - tise -ment
Vocabulary For Each Podcast Episode of Experts Speak English
Advertisement (Werbung)
slow it down - give yourself a chance

DISC Assessment - My downside

Now those of you that have been listening to the podcast for a while now will remember that some time ago in episode 110 with Larry Reines I did the DISC assessment and it was revealed that logos was one of my weaknesses. I am good at pulling people in emotionally and I have plenty of energy and presence, but I am not so good at giving hard facts and evidence. This is something that I have been working on more since then and as a result I am attracting slightly different clients so give it a whirl and try it in your next presentation, discussion or interview to add some numbers, facts and stats or statistics. There are always different types of people in your audience so make sure that you give those number crunchers something to chew on.

DISC Assessment Episode of Experts! Speak English (formerly called Clever2gether)
Overwhelmed with numbers, facts and stats

Wooahh! Too much!

The thing about facts and numbers or figures is that you need to use them in moderation, otherwise you will lose people. So be smart about the way that you present them, use a scenario to set the scene, share an anecdote, similarity or case study to put the numbers into context. This makes it easier to relate to and understand. It’s also a great idea to use visuals to demonstrate a transition.

So a mental health expert that I am working with at the moment was telling me in a keynote dummy run about a huge boost in the cost of mental health between 2019 and 2023 but to be honest I almost missed it because:

1.  there were too many facts coming at me at once (bearing in mind that I have always been miserable at maths)
2.  I couldn’t see or visualise the increase
3.  there hadn’t been any cognitive interaction for a while, so I was struggling to focus
4.  finally there was text on the presentation that I was trying to read at the same time as she was talking meaning that my attention was split.

Impact with facts, numbers and maps

So let’s focus on moderating those facts and illustrating them for a moment – through storytelling or visually.

Do make sure you use logic to back up your point but be smart and creative about how you can deliver that information to make it logical and easy to understand, You’re going for ‘OOOh!”, wow, ahhh, yikes. Actively think about the best way to present your logic, what can you do to get a powerful reaction. Go over and beyond to make an impact with a fact.

Silver and gold business pie chart on documents





Financial Services & Consultancy

Now, let’s turn our attention to finance. Consider two management consultancy firms pitching their services. The first firm says, “Invest with us, supporting dynamic business growth since 1933” The second firm, however, presents data and statistics, showing the growth in profitability of their clients and testimonials from satisfied big name clients. Which firm’s pitch would you trust more? The first has been around a long time but it is almost as if they are hiding behind a veil of tedium rather than being transparent about their performance. By relying on factual evidence and concrete numbers, the second firm appeals to Logos, demonstrating their expertise and track record of success. And that’s what you need to be convinced of right, when you pull in a consultancy firm or an interim manager, you need results fast. Perhaps Ursula von der Leyen should have looked more closely at the facts first before wasting tax payers money on hiring consultants during her time as defence minister. 

Satisfied female consultant with red hair makes consultancy call on smartphone
Young architect colleagues are analyzing blueprints while working on a new project

Project Management & Agile

Lastly, let’s explore Logos in the context of project management. Imagine you’re leading a team and you have discovered this really cool new project management tool. How can you effectively communicate the benefits of this tool? Someone who isn’t focusing on their communication skills might say something vague like  “Let’s use this tool; it will make our lives easier,” but if you are being more intentional about your communication, you would probably provide specific examples of how the tool streamlines task management, improves collaboration, and boosts project efficiency. You could tell your team about it or you could show them or even compare the different tools using statistics or facts to encourage your team to give it a go. By using logical reasoning and again linking those features to specific benefits for your team of using it, you are much more likely to win over your team’s support. What’s in it for them? Give them the numbers to make more sense.

Coco's Communication Challenge

Now, it’s time for Coco’s Communication Challenge! This week, I want you to reflect on how you can incorporate Logos more effectively in your corporate communication. Here’s the exercise: Take a recent email, presentation, or handover notes that you’ve written and analyze it for logical reasoning. Was the logic presented in a way that was inspiring, interesting and impactful or was it just a number? Did you show a transition or some kind of progress? Did you frame the logic in terms of industry or company standards? I challenge you to provide some more numerical or factual padding to your arguments and words of persuasion, because it will pick people up more and you will have a bigger impact on people.

Pensive dark skinned young ethnic woman keeps index finger on temple tries to remember telephone num

Never Know Numbers - Trick

If like me you find it hard to remember dates and statistics, then discover one that inspires you this week and see how many times you can share it with people in a way that makes them sit up and take notice. Put it in a matchbox and get them to guess, uncover the number of a flip chart, perhaps you can spontaneously draw a visual like a pie chart to really demonstrate he impact of that number – show the difference. Get that aha effect by tuning into logos.

A good place to go is BBC Reels – not accessible outside the UK, so tune into BBC Worldservice on your TV (free) or car radio

Anything to add?

I love hearing about your aha moments, success stories and other ideas so do reach out via email at, Linkedin, Instagram or of course via my website, especially if you feel that I neglected to mention something that has helped you to secure more logos or a tip that might help other English Speaking Experts just like you.

The last episode in this mini-series about ethos, logos and pathos will be on the 15th of June, but perhaps I will see you beforehand, if you would love to have a sparring partner for a speech or important meeting and you want to make a more credible impression, let’s appeal to logic and evoke the emotions that will give you that all important credibility as an expert and as a speaker. That’s how English Speaking Experts are made. I am already fairly booked out in June so grab your slot and take the opportunity to get more intentional about your communication.

Thanks for joining me today on the Experts! Speak English podcast with your communication coach and consultant, Corinne Wilhelm.

Take care now and be the very best communicator that you can be