Persuasive Strategies in Business Communication

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  • 0:02 Persuasive Strategies
  • 0:38 Logos
  • 1:09 Ethos
  • 1:35 Pathos
  • 2:06 Lesson Summary
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Lesson Transcript
Instructor: Jennifer Lombardo
In today's business workplace, there is a need for individuals to be able to write effective persuasive messages in order to gain a support for action. There are three specific persuasive strategies that individuals can utilize in the workplace.

Persuasive Strategies

Have you ever tried to convince someone to do something? How do you proceed to get your point across? In the business world, persuasive communication, or a request for action, is used in many ways to get a job done.

Marketing manager Mindy is trying to persuade her company to produce chocolate candy bars made with potato chips. She is going to use persuasive strategies, such as logos, ethos and pathos, or L.E.P., in order to convince her team that her idea is the best. An effective argument will use all three types of strategies to try and convince someone to take action.


The first persuasive strategy is called logos and uses logic or reasoning to reach a conclusion. Mindy has used this type of persuasive strategy in the past, as it is very accepted in the scholastic and business communities because it depends upon facts and statistics. Mindy's proposal to persuade the company to make her chocolate potato chip candy bars uses the logos strategy, as she has filled the report with statistics showing how salty, sweet snacks are very popular with consumers.


The next persuasive strategy is ethos, which is when the credibility of the author or source is used as support for action. For example, Mindy interviewed the editor of Candy Magazine, and he reported to her that in his opinion, sweet and salty candy was the wave of the future. It is important when trying to persuade someone to use credible, reliable and authentic sources to add credence and believability to your claim.

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