The Persuasion Framework

Aristotle identified three pillars of persuasion: ethos (credibility), pathos (emotion), and logos (logic).

A reliable default is to lead with ethos — establish why you're worth listening to. Then pathos — make the audience feel why this matters. Close with logos — the logical frame people use to justify a decision emotion has already nudged them toward. The best opener still depends on your audience's biggest barrier: trust, feeling, or proof.