Aristotle wrote "On Rhetoric." It can be a hard slog for the modern reader because it has an unfamiliar structure. Still, it's worth the effort: it is a helpful

Aristotle wrote "On Rhetoric." It can be a hard slog for the modern reader because it has an unfamiliar structure. Still, it's worth the effort: it is a helpful guide to you when you work to convince people. Good rhetoric--according to Aristotle--starts with the concepts of ethose, pathos, and logos. Ethos: who you are and why people should pay attention to you. Pathos: who your audience is, and how you understand them. Logos: your message; the facts, your proposal. Go for excellence in all three when you're speaking or writing formally. To get the hang of this, watch some TED talks and score the speakers on these three things.