Make Them Listen
Summary
Keep your audience receptive and attentive. They should like and trust you. Help your audience see your common values and practical wisdom. You must be seen to have the "right" values, which are the values of your audience. Show them that you're focused on their best interests, not just yours. If you want pick your own ethos with persuasive virtue. Sometimes you have to use other people's values to be able to listen to what you want them to hear.
Facts
- The perfect audience: receptive. attentive, and well disposed towards presenter.
- To the French, an affair adds to a powerful man's ethos. (pg.60)
- A common if ham- handed ethos enhancer: overwhelming the audience with examples of your erudition (Pg.63)