Aristotle, the famous ancient Greek philosopher, says effectively persuading someone requires a mix of ethos, logos and pathos.

Ethos – it’s the word we get our word Ethics from.

Ethos has to do with the character of the person delivering a message. People are more likely to be persuaded when they perceive the person trying to persuade them to be capable and trustworthy.

Qualifications and previous experience can help establish ethos. But it’s more important to have integrity – make sure what you say and what you do are consistent.

And always work to bring about good for people.

Ultimately, it’s about being a person worth listening to. Let your writing reveal your character.