How to Effectively Use Ethos, Pathos and Logos in your Online Marketing Strategy

Marketing and advertising to an online market can be a tricky endeavor. With so many people using the Internet daily, it can be a challenge to know exactly who you’re targeting and how to most effectively reach that ideal audience. However, by understanding the concepts of ethos, pathos and logos and how they affect your marketing strategy, you may just have an easier time connecting with your target market and having more online business success.

Online marketing strategy

Marketing with Ethos

A lot of the success businesses have online can be attributed to their ethos, or how credible they are. Because people know that anyone can write anything on the Internet, it takes a certain amount of ethos to make a potential client or customer feel that they can trust a business entity that they see exclusively on the Internet.

To help increase the ethos of your marketing efforts, Marcus Miller, a contributor to, recommends for businesses to actively showcase certain tools of credibility online. These tools consist of reviews, testimonials, case studies, social media communities and more. The greater you are at proving your business claims through a third party by using these tools of credibility, the more people will trust your business and your marketing efforts.

Marketing with Pathos

Pathos, or emotions, can play a huge role in marketing and advertising. However, although this can be a very powerful tool, you also want to make sure you’re using it wisely. According to Courtney Seiter, a contributor to Buffer Social, there are four basic emotions that can be effective in marketing: happiness, sadness, fear and anger. Each of these emotions will elicit a different response within the mind and heart of your target audience. For this reason, it’s crucial that you’re very careful when using pathos as a strong focus within your marketing efforts.

Marketing with Logos

Appealing to logos means you’re appealing to the logical side of people. This could include using fact sheets, statistics, or other forms of logical and scientific reasoning. While logic is a very important part about being persuasive and marketing your product or service, Bryony Thomas, a contributor to, recommends using the Logic Sandwich when using logos for advertising. This means you include logos but you surround those logical reasoning with appeals to emotion in order to make the strongest impact possible.

Using ethos, pathos and logos when constructing your marketing strategy can help you have a more effective use of your marketing materials and messaging. Consider implementing some of the tips mentioned above to improve your online marketing strategy.


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