Growth Hacking: Silicon Valley's Best Kept Secret by Raymond Fong & Chad Riddersen

Author:Raymond Fong & Chad Riddersen [Fong, Raymond]
Language: eng
Format: epub
ISBN: 9781619615328
Publisher: Lioncrest Publishing
Published: 2017-01-01T00:00:00+00:00

Appeals to ethos are persuasive tactics that build your credibility—for example, a marquee client or an impressive press mention. Appeals to pathos are persuasive tactics that appeal to your audience’s emotion—for example, a stunning photo or a captivating client testimonial. Appeals to logos are persuasive tactics that are supported by logic—for example, facts and figures, and features and benefits.

In order to maximize the persuasive effect of your communication, you must make all three rhetorical appeals: ethos, pathos, and logos. Most businesses aimlessly communicate with no purpose or intention, hoping that eventually they will say something that resonates and results in a purchase. A growth hacker uses crystal-clear communication that is strategically designed to engage, educate, and ultimately sell. When all components of Engage & Educate are implemented, the persuasive effects will be so powerful that your growth rate will seem propelled by a magical force.

The heart and soul of your communication is rooted in Aristotle’s rhetorical framework. However, there are so many modern tools and tactics that it can be challenging to know how and where to implement ethos, pathos, and logos. So we created the nine modern modalities of persuasion to help you clearly see how and where to implement Aristotle’s rhetorical framework in the present day.

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