![]() Just as in the courtroom, for every claim you make in your content, back it up with some persuasive evidence (preferably testimony from others who know, like and trust you). Testimonials, case studies and other objective examples of prior experience help accomplish that objective.Īccording to a study conducted by Nielsen, 92% of consumers are more likely to trust nonpaid recommendations than any other form of marketing and advertising. When writing a bio, blog post or practice area description, replace bald assertions about your expertise and credibility (“trustworthy,” “skilled,” “experienced”) and instead provide examples that allow your readers to draw these conclusions about you on their own. They’re merely one click away from a better solution. They’re not buying hyperbolic and unsubstantiated claims and, as a result, not buying from those who make them. They’re searching, reading and validating, in the process of attempting to identify a particular type of expertise to help solve the particular problem they’re facing. They’re not accepting claims at face value or blindly heeding someone else’s referral. Today, consumers of legal services - from individuals to large corporate entities - are online, in control, with access to more information than ever. Ethos builds trust by demonstrating one’s integrity and competency. To persuade through content, it’s important to establish that you’re credible. EthosĮthos relates to one’s credibility and expertise. Persuasive writing follows a path laid thousands of years ago by Aristotle, the original master of persuasion.Īristotle’s insight, which has as much relevance today as it did for the ancient Greeks, was that content that connects is structured according to the rhetorical appeals of ethos, pathos and logos. This is an age-old question in legal marketing, and the answer is even older. ![]() In my work as a marketing consultant for law firms, few questions are posed more frequently than this: How can we write more persuasive, effective content for our website? ![]() Here’s how to use Aristotle’s rhetorical appeals - ethos, pathos and logos - to be truly persuasive in your writing. ![]()
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