Aristotle’s final pillar is logos, which is all about logic and reason. While the philosopher believed that logos is the most persuasive of the three pillars, he also understood that logic alone would not be enough to persuade an audience.
For example, saying a product is going to improve someone’s life isn’t enough. As true as that statement might be, you have to show the logical reasoning behind why that product is useful and beneficial.
Too many marketers get caught up in the idea of “features-based selling.” They try to make a sale by focusing solely on the features of the product. Their mistake is that they assume their audience will be able to immediately understand exactly how useful those features are.
Marketers can’t simply tell people their products are awesome; they have to be able to show them.
Apple was a master at showcasing just exactly how their new products and features would help their audience. They’d combine storytelling with logic to create ads where audiences could see for themselves just how useful the new iPhone was, or why the Mac was better than a PC.
Marketers can take advantage of logos by learning how to better showcase the logic behind their messages. This can be achieved by explaining the context behind their logic, giving demonstrations of their product, or showcasing testimonials of happy customers to prove their logic is sound.