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

Logos – it’s the word we get our word Logic from.

Logos is all about presenting a logical argument for your position or point of view. It draws conclusions from soundly based verifiable evidence.

People are more likely to be persuaded when your message is presented with sound reason.

Take your readers through the journey of your thinking, presenting your logic from their point of view. If appropriate, address counter arguments and show why they are wrong.

Help readers see why your position or point of view is sensible. Let your writing reveal your sound thinking processes.