First Friday Book Synopsis

Aristotle said that there are three primary means of persuasion:  logos (logic); ethos (credibility); and pathos (emotion).  Here is a quick take on ethos – it is all in the eye of the beholder.

People are more likely to listen to you and trust you if they see you as credible.  And that’s the key – credibility exists in the eyes of the audience.
Jason Del Gandio, Rhetoric for Radicals:  A Handbook for 21^st Century Activists