15 Tactics to Establish Ethos: Examples for Persuasive Speaking

15 Tactics to Establish Ethos: Examples for Persuasive Speaking

There are various ways through which you can establish ethos in public speaking. Here are a few quick tips:

It is Important to be Good as a Person
You need to be a good person, have positive impression and do good things. If you practice all of these, you will gain ethos. The positive feeling which you generate in others will thus grow and your audience will be able to identify with you. Ex: The fidelity of Tiger Woods and the trustworthiness it generates.

Be a Subject Matter Expert
People are busy and with so many things attracting their attention, you need to tell them why they will listen to you, especially when there are so many speakers. The expertise level you have will differentiate you from any other speaker the audience may listen to. Ex: If the audience has to choose between an inexperienced but credible speaker, and someone who is highly experienced in the field, you can choose the speaker who has expertise in the given topic.

You can earn ethos with public speaking only when you market yourself and let the world know about it. You need to be in charge of your personal brand and ensure that the speech emphasizes the aspects you want to focus on.

Analyze the Audience
Analyzing the audience is integral to success in the field of your ethos as it will disclose the valuable clues which you need to sue to make yourself appealing to the audience. Check out the common traits you share and how you can build on them like manners, attire, visuals etc. Ex: You have been invited to deliver a speech in a company, of which you know nothing. Check through audience analysis whether they wear formals to work and choose your clothes accordingly.

You can improve ethos before the speech in the following ways:

Arrive Early to Welcome the Audience
If you show up at the nick of time, it indicates that you had to be at an important place before. If you turn up early, you imply to the audience that you want to serve them, which thereby establishes trust.

Share your Event Expertise with the Audience
If the presentation is a part of the larger event, try attending as much of it as possible. Every second you spend with the audience goes a long way in building trust and credibility among them. The event thus becomes a shared experience, with the audience regarding you as one among them.

Importance of Ethos in Marketing
If the presentation offers you the opportunity to offer an author bio, take the opportunity to convey to the audience why they should spare their money and time to hear you. This is especially important if the event has concurrent sessions. Ex: You are speaking at a teachers’ association. In that case, offering testimonials from previous teachers’ associations will make you more credible.

Introduce with Ethos
The introduction is the best opportunity you will have to establish credence among the audience. Therefore, you should prepare your own introduction, instead of an event organizer. Highlight essential facts; establish authority, credibility and reputation. Choose materials that are relevant to the topic and audience. Ex: You are installing the new corporate financial system. The highlights of the introduction can be: you are the project manager for implementing the new system (reputation) and you have previously implemented similar systems (reputation).

Use Relevant Stories and Anecdotes
Expect people to work on your advice only if you do it; no point being a hypocrite. Ex: you tell people to become members of Greenpeace. Enhance your ethos by telling them about your activeness on the local organization.

Use Familiar Language
You should use language that is familiar to the audience. It helps in understanding the audience and allows them to identify with you, which boosts ethos. Use familiar terms for describing concepts. Ex: For a lot of people, property agents may be the same as real estate agents, although one of the terms might be more popular depending on the setting.

Engaging Examples and Visuals
Any specific message will have relevant anecdotes, visuals and stories or methods that will help convey the speech better. Choose the ones that have maximum impact on the audience. Ex: While speaking in a corporate ambience, use the visuals and metaphors that complement your audience.

Use Quotes and Statistics from Right Sources
This helps enhance ethos. Ex: While researching for a speech on ecological development, you come across statistics and data that will support your argument.

Refer to the Audience
Use references to people in the audience that might be gathered from shared experience to form a bond. Ex: Use a quote the previous speaker used to weave it into your speech.

Make Yourself Available to the Audience
Mingling with the audience after the presentation is an effective way of building credibility.

Follow Up the Promises You Made
Defer the questions for later; focus on the main presentation instead.