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Since ancient times, people have recognized that a speaker with ethos (credibility) has far more persuasive power than one without. A credible speaker is seen as knowledgeable, honest, and genuinely interested in doing the right thing for his or her audience. Ethos can help you win audience members’ trust and persuade them to embrace your viewpoint. But what is credibility, exactly? By taking a closer look at what it consists of, we can get a deeper understanding of this crucial persuasive tool.