How to Become a More Persuasive Speaker

Hi there,

What’s the Story?

This week I enjoyed spending time with my favorite people in the world as my parents are visiting AND recovering from the pesky injury that is trying to stop me from running the marathon in a few weeks.

I am making good progress though and still excited for the challenge on November 3rd. Thanks again to so many of you for your support and donations for RISE AGAINST HUNGER. If you want to help, here is the link.

The podcast episode this week (video.owenfitzpatrick.com), and the article below are fun as we dive into rhetoric. This week we explore six strategies that we can use to become more persuasive speakers! Hope you enjoy.

One other thing… if you’d like to see one of the best interviews I’ve ever done where I have been interviewed about beliefs and stories, check out this very fun conversation with Phil M Jones. In it, I walk through the most important things that I’m focusing on in my current work. It’s the best explanation I’ve given as to what I do and why I do what I do!

__________________

How to Become a More Persuasive Speaker

Estimated reading time: 8 minutes 23 seconds

Whether you’re trying to persuade in the boardroom, captivate an audience with a speech, or simply become a more effective communicator in daily conversations, mastering rhetoric is a game-changer.

Rooted in ancient Greece, the art of rhetoric has been fine-tuned over thousands of years to help us influence others with words. It’s not just about making arguments—it’s about crafting language in such a way that your message resonates deeply, wins trust, and ultimately changes minds.

In this deep dive into the world of rhetoric, we’ll explore six core techniques you can use to elevate your persuasive power. These methods have been used by leaders, speakers, and thinkers across history and are still highly relevant today.

What is Rhetoric?

Rhetoric is the art of persuasion. It’s about using language to communicate effectively and convincingly. While often associated with politicians and public speakers, rhetoric is used in every aspect of communication—be it in a business pitch, a presentation, or even in casual conversation. The techniques of rhetoric allow you to make your message not just heard but embraced.

Here’s how you can use six essential elements of rhetoric to position yourself as a powerful communicator:

1. Ethos: Building Credibility and Trust

Ethos is all about establishing your credibility as a speaker. If people believe in you, they’re far more likely to buy into your message. It’s not just about who you are but how you present your experience and character to inspire trust.

Richard Branson often reinforces his ethos through stories of his entrepreneurial journey. In his talks, Branson frequently references his struggles in launching Virgin Atlantic,

“I bet everything on Virgin Atlantic. I mortgaged my house, and we fought tooth and nail to stay afloat.”

This narrative builds his credibility not only as a business icon but also as someone willing to take personal risks, thereby connecting with the audience on a more personal level.

Key suggestions:

The key here is to highlight your relevant experience but do so in a relatable way.

Let your credentials flow naturally within the context of your message, as opposed to bluntly stating them.

Share stories that demonstrate your expertise in action rather than simply listing accomplishments.

2. Arete: Demonstrating Moral Virtue

Arete is about moral excellence—demonstrating your values and showing that you stand for something. When people see you as virtuous, they’re more likely to be persuaded by your arguments, not just because of what you say, but because of who you are.

Consider Malala Yousafzai, the youngest-ever Nobel Prize laureate. In her speeches, she frequently reminds the audience of her struggle for education, saying,

“I had a choice: I could sit in the corner and remain silent, or I could stand up and speak out for the education of girls.”

Her unwavering commitment to education positions her as a moral authority, someone who is fighting for the greater good and whose words carry weight because of her actions.

Or take Greta Thunberg, the young climate activist, who in her famous speech at the UN said,

“You are failing us. But the young people are starting to understand your betrayal. The eyes of all future generations are upon you.”

Greta appeals to a universal moral value—the need to protect future generations—and positions herself as someone standing for what’s right, not just for herself but for humanity.

Key suggestions:

To demonstrate arete, talk about the values that guide your actions. Be clear about what you stand for and why.

Use examples of how your actions reflect those values. Show, don’t just tell.

Be consistent—integrity and trust are built through repeated demonstration of your principles.

3. Phronesis: Showcasing Practical Wisdom

Phronesis is the ability to demonstrate practical wisdom—knowing what to do in a given situation and offering sound advice. This is particularly important in leadership and business, where people look to you not just for ideas but for wise, actionable insights.

Tim Cook, CEO of Apple, often talks about the importance of privacy and innovation. In a keynote speech, he stated:

“We believe privacy is a fundamental human right.”

Here, Cook demonstrates phronesis by making a practical judgment about the intersection of privacy and technology—a topic highly relevant to his audience, which shows his insight into a pressing modern issue.

Similarly, Sheryl Sandberg, COO of Facebook, uses phronesis in her talks on leadership. She once said:

“Leadership is about making others better as a result of your presence and making sure that impact lasts in your absence.”

By simplifying leadership to its essence, Sandberg shows practical wisdom that leaders at all levels can apply.

Key suggestions:

Offer simple, practical advice that your audience can immediately act on.

Use your experience to offer insights that others may not have considered.

Don’t be afraid to be concise—sometimes, less is more when it comes to wisdom.

4. Eunoia: Showing Goodwill and Care

Eunoia is the demonstration of goodwill toward your audience, showing that you genuinely care about them and their concerns. When your audience feels that you have their best interests at heart, they’re more likely to listen and be influenced.

Michelle Obama consistently displays eunoia in her speeches. In her famous address at the Democratic National Convention, she said,

“I wake up every day in a house built by slaves, and I watch my daughters—two beautiful, intelligent, Black young women—play with their dogs on the White House lawn.”

Her connection with the audience, her focus on future generations, and her genuine care for equality all shine through.

Another great example is Howard Schultz, the former CEO of Starbucks. Schultz often emphasizes the importance of community and care for his employees. In one interview, he said:

“Our partners are the heartbeat of Starbucks. The culture of Starbucks is about nurturing the human spirit one person, one cup, and one neighborhood at a time.”

This focus on the well-being of employees demonstrates eunoia, fostering a sense of goodwill and care.

Key suggestions:

Make your concern for your audience’s well-being explicit.

Use language that shows you are genuinely invested in them.

Highlight shared values and goals.

Show empathy by acknowledging the challenges or concerns your audience may be facing.

5. Authority: Borrowing Credibility from Recognized Sources

Sometimes, your own authority may not be enough, and that’s where borrowing credibility from recognized sources can help. By citing trusted figures or institutions, you reinforce your message with added weight.

Bill Gates, in his advocacy for global health, often references experts to support his points. In a recent TED talk, he said:

“The World Health Organization has been pivotal in eradicating diseases like smallpox. Their model of global cooperation is the gold standard for dealing with pandemics.”

By invoking the authority of the WHO, Gates enhances his own credibility on the topic of global health.

Key suggestions:

Cite studies, experts, or institutions that are well-respected in the field you’re discussing.

Use authority to back up your claims, especially when your audience might be skeptical.

Balance your use of authority with personal experience to avoid appearing too reliant on external validation.

6. Character Reference: Leveraging the Power of Others’ Character

Character references don’t always have to be about your own virtues—they can also be about associating yourself with the admirable qualities of others. This can be a powerful tool for persuasion, especially in storytelling or leadership contexts.

John McCain, the late U.S. Senator, famously used character references to highlight the courage of his fellow soldiers. He once said:

“I’m not a hero, but I served in the company of heroes.”

By speaking about the bravery of those he fought alongside, McCain humbly positioned himself in the company of great individuals, which subtly elevated his own standing.

Another excellent example comes from Warren Buffett, who frequently praises his business partner, Charlie Munger. In interviews, Buffett has said,

“Charlie can take a problem, strip away everything that is unimportant, and give you the solution in a few simple, but very intelligent, sentences.”

In positioning Munger as a key figure behind their success, Buffett not only demonstrates humility but also associates himself with Munger’s revered characteristics.

Key suggestions:

Use stories about others to highlight their virtues, positioning yourself as someone who works with or learns from the best.

Be humble in your approach—talking about others’ character often reflects positively on your own.

Remember to balance praise for others with your own credibility, ensuring your message stays grounded in your experience.

The Power of Subtlety in Rhetoric

Now that you understand six essential rhetorical techniques, the next question is: How do you use them without sounding arrogant or boastful?

Here are a few key tips for integrating these elements into your communication naturally:

Express Genuine Gratitude: When showcasing your success, ensure you also highlight those who helped along the way. For example, say, “I’m fortunate to have worked with an incredible team,” rather than making the statement purely about your own achievements.

Focus on Impact: Instead of focusing solely on your success, talk about the positive effect your work has had. For instance, “This initiative improved lives by…” is far more engaging than “I achieved…”

Acknowledge Challenges: People respect humility, so don’t be afraid to share the difficulties you faced. By acknowledging obstacles, you make your achievements more relatable.

Celebrate Others: When highlighting your achievements, be sure to celebrate others involved. Sharing credit not only builds goodwill but strengthens your message.

Rhetoric as Your Superpower

Mastering rhetoric is not about manipulating others—it’s about framing your message in a way that resonates with people’s emotions, logic, and beliefs. By practicing these six techniques—ethos, arete, phronesis, eunoia, authority, and character reference—you’ll find yourself becoming a more persuasive, effective communicator in every area of life.

So, the next time you’re crafting a presentation, writing an email, or preparing for a meeting, ask yourself:

Which rhetorical tools can I use to make my message more powerful?

____________________

The Brain Prompt

How to Leverage Rhetoric to Change Minds and Inspire Action

Imagine this: You’re delivering a speech, and every word you say draws your audience in closer. You’ve mastered the ability to influence minds, not through force, but through the elegance of language itself.

Here’s how you do it: