In addition to pathos and logos, successful arguments depend upon the audience’s belief that the person delivering the message is worth listening to. Aristotle termed this necessary component of persuasion ethos. Today, it’s also known as speaker credibility.
Even an argument that is emotionally and logically powerful will falter if the audience doubts the speaker’s moral character, competence, or preparedness. You can establish your credibility by:
1001
Mentioning expertise or personal experience with the topic
Demonstrating trustworthiness by finding common ground with audience members, revealing persuasive goals up front, and expressing interest in the welfare of the audience
Being emotionally invested in the topic, which will inflect both your verbal and nonverbal delivery with passion and evoke sincerity