Ethos

The Greek term "ethos" refers to the character of the speaker, or, more broadly, to the character of the persuader.

Broader yet it refers to relationship between the persuader and those he or she hopes to persuade: how we perceive and feel about the character of those attempting to persuade us. 

Ethos is one of the key elements  we use to decide whether or not we will believe someone, or whether or not we will do what they ask of us. Conversely, ethos is one of the key elements we use to persuade others -- to get them to believe us or do the things we want them to do. (See: Persuasion 101)

When we think about ethos, either consciously or subconsciously, we think about questions like:

Do we like or dislike this person?

Do we trust or distrust this person?

Do we respect this person?

Do we feel this person is treating us with respect?

Has this person or someone I associate with this person treated me well or poorly in the past?

Do we want to be like this person or as different from them as possible?

Do we think this person knows what he or she is talking about? 

Do we think this person has power over us and can compel us to do what he or she wants, or do we feel we have power over this person and could, if need be, compel them?

While other courses focus primarily on other elements of persuasion (Logos, Pathos etc.), this course focuses more on ethos.  This course is about getting what you want from people mainly by building and maintaining positive relationships with those people. We'll look at other important persuasive elements, methods and skills, but ethos will remain our centerpiece.

In the simplest terms, this class will teach you that the easiest way to get things from people is to develop, maintain and protect at all costs your ethos: how others perceive your character and the relationships you build with them.

Note that perception can have a tenuous relationship with reality.  That tenuous relationship can work to our advantage, and it can work to our disadvantage.  This class is about making it work to our advantage.