From the bustling, sun-drenched marketplaces of ancient Greece, to today’s fast-paced digital world, persuasion has always been essential for successful commerce.

While marketing methods have changed dramatically over the last 3,000 years, a few core principles remain the same. Namely, the four modes of persuasion:

• Logos
• Pathos
• Ethos
• Kairos

You’ll find that these four core concepts still resonate with modern marketing practices in more ways than you’d think. More than that, they are just as relevant for financial advisers today as they were for the great writers, orators, and merchants of ancient times.

Let’s dive into what they each mean and how you can apply them to your business.

Logos: Using logic and reason to cement your argument

Logos, the appeal to logic and reason, was the bedrock of ancient mathematicians’ and scientists’ pursuit of knowledge. The concept of logos is about presenting clear, concise, and data-driven information to support your claims and demonstrate the value of your services.

Logos gives information order, form, and meaning.

You can provide that clarity and meaning through statistics, charts, and case studies to illustrate your points. Provide simple figures to help break down complicated concepts and always relay your points back to logic and reason, making it easier for your clients to understand how these concepts apply to their lives and finances.

Pathos: Appealing to emotions and channelling your inner ancient storyteller

Storytellers throughout history understood the power of pathos, or appealing to emotions.

From epic poems such as the Odyssey or the Iliad to ancient myths about Pandora and Icarus, stories connect us, move us, and inspire us.

Most stories have a deeper meaning or a lesson to learn. The Iliad, for example, talks about the importance of respect, whether that’s on the battlefield or at home. The story of Pandora tells us that perhaps some boxes are better left shut.

In financial services, where decisions often have a profound effect on people’s lives, pathos is not just a “nice-to-have”, it’s essential for building rapport, fostering trust, and motivating action. It’s about connecting with clients on a human level, understanding their hopes, dreams, and fears, and showing them how you can help them achieve their financial goals.

For impactful storytelling, think about how you can weave narratives into your communications to make financial concepts more relatable and memorable.

Consider sharing anonymous client success stories as a way of helping your client relate to a problem. Then, you can pose your guidance as the solution. Here, the importance of financial advice is the lesson to be learned from the story.

Since financial security is often tied to emotional wellbeing, highlighting the peace of mind that can come with having a solid financial plan can be a powerful motivator.

Ethos: Establishing credibility and trust

Your credibility and reputation are often the foundation of your influence and make up your ethos. In other words, your character.

Your ethos is why clients may choose to work with you. However, it’s not simply enough to be an expert, you must prove that you are an expert. Clients need to know that they can rely on you and that you have their best interests at heart. More than that, they want to know that you have the knowledge and experience to guide them effectively.

So, to establish credibility and trust with your audience, find ways to demonstrate your expertise, integrity, and commitment to their success. Your aim is to become a trusted guide in the often-uncharted waters of personal finance.

Perhaps Odysseus’s journey wouldn’t have been as long if he’d had a reputable guide.

Here are just a few ideas to consider:

• Showcase your credentials and certifications.
• Share client testimonials and success stories.
• Publish thought leadership content through blog posts, articles, and white papers.
• Be active in the community and build relationships, both online and offline.
• Maintain a professional and objective online presence.

By consistently demonstrating your expertise, integrity, and commitment to your clients, you could foster a strong ethos that not only attracts but retains clients.

Kairos: The art of timing and reaching clients at the right moment

Kairos is more than just chronological time; it’s the art of seizing the opportune moment. It’s about understanding your clients’ life stages, recognising their evolving needs, and offering your services when they’re the most receptive.

You could also leverage current events and topical news and demonstrate how your services could benefit anyone worried about their finances or portfolios.

If there are changes in tax laws, interest rates, or economic policies, you could find opportunities to offer valuable insights and advice.

Social media may be key for this, as it allows you to identify people asking questions, expressing concern, or seeking advice about their finances. You can engage in discussions and offer insights or simply participate in relevant conversations.

The period leading up to major financial announcements, such as the 2024 Autumn Budget, is a prime example of how kairos could work for you. Speculation and rumours often run rampant, creating uncertainty and anxiety among investors. You have the opportunity to address these concerns and offer to help them navigate the potential implications.

Integrating the 4 modes of persuasion for marketing success

The moral of the story, as any good story should have, is this – effective communication hinges largely on four interconnected principles:

• Logos provides logic and evidence.
• Pathos connects you emotionally.
• Ethos builds credibility and trust.
• Kairos delivers the message at the right time.

Mastering these elements could empower you to help more clients achieve their financial dreams, but it’s not something you need to do on your own.

We help advisers and planners from all walks of life craft marketing strategies that integrate these principles, building credible, empathetic, logical, and timely brands. We can help you connect with your clients and build lasting relationships.

If you’re ready to take the next step on your marketing journey and grow your business, get in touch with us.

Email hi@theyardstickagency.co.uk or call 0115 8965 300 to find out more.