BizSugar.com › Finance › How Aristotle Can Help You Sell Better

A more effective way to sell involves a simple three-step process: ethos, pathos, and then logos. Just in case your Latin is a little rusty, ethos, pathos, and logos are the three corners of Aristotle’s “Rhetorical Triangle” – the use of language to persuade. Ethos is credibility, pathos is empathy, and logos is logic.