When to use it
Use it to check that a pitch or proposal balances credibility, reasoning and emotional relevance.
How to apply it
- Establish ethos by showing relevant experience, track record or shared values.
- Build logos with clear reasoning, data and evidence.
- Engage pathos by connecting the case to what the audience cares about.
- Review the draft and strengthen whichever of the three is weakest.
- Tailor the balance to the audience, for example more logos for analytical groups.
Tip: Leaning only on logic is a common mistake in technical settings; people still decide partly on trust and feeling.