2) Confidence - Building

Trust me!

The trustworthiness of a persuader can be categorized into 3 groups:

  • expert: informed, competent, wise; person of good judgement and good sense

  • sincere: truthful, open, honest; a person of integrity and good moral character

  • benevolent: a friend, an ally; a person with your interest in mind

Aristotle: establishing an ethos (building confidence) = most effective way to persuade