Almost two and a half thousand years ago Greek philosopher Aristotle published The Art of Rhetoric.

At the core of this work are Aristotle’s three means, or ways, of persuasion.

Logos – Persuasion through reason backed by logic, data and statistics
Ethos – Credibility through achievements, experience and expertise
Pathos – Appealing to the emotions

While originally written to help people speaking in a public forum, you will increase your chances to communicate well and persuade others if you successfully connect using a blend of all three.

This is true if you write, then deliver, a speech as was Aristotle’s aim in 350 BC but it works just as well if you appear on a panel discussion or represent your company on the media.

All good communication begins when you engage your audience and you will amplify what you are saying further if you remove barriers to understanding. By testing yourself to include logos, ethos and pathos in your communication you will connect with the people who matter in a range of ways and so increase your chances of success.

Ever keen to increase my self-awareness, when I launched The EMPATHY Method I marked my own homework and concluded I could do more on the credibility side of things.

I needed a little more Ethos.

The EMPATHY Method is rooted in neuroscience and behavioural psychology as well as my own (nearly) 25-year career helping people improve how they communicate.

I know it works and have already used the system to help clients from countries as diverse as Norway, the United States and India, and from organisations as varied as a soft drink brand to a high-profile international athlete to an insurance firm.

But I wanted to do more. You never know what you might need to persuade someone to take the action you want - so be prepared.

Which is why I am pleased The EMPATHY Method is now protected by a registered trademark.

To be able to add an ® to The EMPATHY Method protects the brand and service but also offers further proof that this is a unique system which will really help you to inform, influence and inspire the people who matter.