Persuasion with emotion

Persuasion cannot occur in the absence of Pathos – an appeal to the audience’s emotion.

Stories are the best linguistic tool we have to build Pathos because humans are wired for it. There are three types of stories you can use in your next pitch or presentation:

(1) stories about personal experiences,

(2) stories about customers, clients, or other people, and

(3) signature stories about your brand or company.