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Have you ever read a product page that feels like it’s trying to convince you…but not move you?

That’s most early-stage brand messaging.

Not because the founder isn’t smart, but because they get caught up in the Logos.

There are all sorts of complicated messaging formulas out there. But one of the best comes from Aristotle himself, 2,000 years ago.

He originally proposed three core forms of persuasion: Logos (logic), Pathos (emotion), and Ethos (credibility).

For modern marketers, I’m adding two more from classical Greek thought that deserve a seat at the table: Mythos (story) and Kairos (timing).

Combined, they’re extremely powerful":

• 🧬 Mythos — “We built this for my mom...”

• ❤️ Pathos — “Struggled to stay active after surgery.”

• 📊 Logos — “Turmeric, ginger, and collagen.”

• ✅ Ethos — “Backed by clinical research. Over 30,000 women helped.”

• ⏳ Kairos — “Only available during our Summer Mobility Sale.”

👇️ 

Let’s break’em down so you can deploy their full power ( 💡 scroll to the bottom for a messaging framework template!).

But first…

1. 📊 Logos — The Case for Buying

“Why this makes sense (and is worth the money).”

This is where most founders start but often get stuck. They explain the product’s features, benefits, and pricing in 10 different ways… hoping something will click.

And to be fair, it matters.

You need to give people a rational reason to act:

• What does it cost?

• What do I get?

• Is it better than the alternative?

Logos alone CAN sell. Especially if your product is a vastly superior upgrade over other options. Think of Steve Jobs’ pitch for the iPod: “1,000 songs in your pocket.” (great logos framing BTW).   

But most of the time, logic is the justification for a decision, not the true motivation. 

That would be Pathos.

Direct Response Example:
“Lasts 25% longer than our competitor but only costs half as much”

Brand Marketing Example:
Blueland’s cost-per-use chart vs. traditional cleaners, paired with visual waste savings.

❓️Ask yourself:
Could a skeptical customer understand your value in under 30 seconds?

2.❤️ Pathos — Make Them Feel Something

“Why this matters emotionally to your customer.”

You’ve heard it before but: people buy to feel.

E.g. feel:

• Better

• Safer

• Sexier

• In control

• Less anxious

To inject Pathos into your message, think beyond the surface benefit (“You’ll build muscle”) and focus on the felt transformation. You’ll feel stronger, healthier, and more confident.”

Example:

They want to feel less self-conscious, more beautiful and more confident.

Direct Response:
“No more hiding under baggy clothes or dodging the mirror.”

Brand Marketing:
Glossier’s “Skin First. Makeup Second.” campaign positioned skincare as self-love, not product usage.

❓️Ask yourself:
Does your copy reflect who your customer is how they want to feel?

3. ✅ Ethos — Give Them a Reason to Trust You

“Why should I believe you?”

In a sea of similar offers, trust is the ultimate differentiator.

That’s Ethos: your credibility. Your proof. Your track record. What others say on your behalf. 

Ethos comes in many forms, and most great brands layer them:

1. Social Proof

Show that people like your target audience already trust you:

• 5-star reviews

• UGC and testimonials

• Creator/influencer reactions
  → “Over 40,000 customers. Thousands of 5-star reviews from RVers just like you.”

2. Credentials or Authority Signals

Point to relevant expertise or recognized credibility:

• Recommended by doctors or experts

• Created by the founder of KNOWN BRAND X

• Backed by scientific or academic authority
  → “Crafted by Harvard scientists. Clinically validated ingredients.”

3. Popularity & Public Validation

Prove cultural relevance or third-party recognition:

• As seen in media (TV, print, online)

• Celebrity usage or endorsements

• Product placement in shows or viral content
  → “As seen in Elle, Vogue, and on HBO’s ‘The White Lotus.’”

These don’t just build trust. They reduce perceived risk.

❓️Ask yourself:
If you had never seen your product or heard of your brand, would your offer still feel trustworthy?

4. 🧬 Mythos — The Story People Want to Join

“What bigger narrative does this product belong to?”

Myths are why we can co-exist.

They are a vehicle of lessons and values, which allow total strangers to trust that, at the very least, you’ve grown up with the same stories, and thus with the same (or similar) values.

Great Mythos tells customers what you care about, and allows them to resonate.

Direct Response Example:
“We built this so our aging parents didn’t have to crawl under their RVs in the rain ever again.”

Brand Marketing Example:
Patagonia’s eco-friendly mission is part of the very genes of the company, from the founding story to its materials sourcing and marketing.

❓️Ask yourself:
If someone recommended your brand to a friend, would they describe it as part of a story, or just a thing?

5. ⏳ Kairos — Right Message, Right Time

“Why should I care right now?”

This is the lever that turns a good message into a converting one.

Kairos is timing. Relevance. Opportunity. It’s what makes your offer feel urgent, personal, or seasonally resonant.

Direct Response Example:
“Ends Sunday: 20% off our Summer Bundle. Beat the heat while it lasts.”

Brand Marketing Example:
Outdoor Voices' “Doing Things” campaign launched right as athleisure exploded post-pandemic—perfect cultural timing.

This also applies to your sales funnel. People who already know your product don’t need more Logos. They need the right emotional nudge, social proof, or timely trigger.

❓️Ask yourself:
Is someone seeing a sale ad who hasn’t heard of you before? Is your cart abandonment email firing after a purchase?

If yes, you’re missing Kairos.

⚡ Power in the Mix — Stack Your Modes, Multiply Your Impact

Great marketing doesn’t rely on just one lever.

Yes, you can have killer ads that lean into a single form of persuasion. Comparison statics with "us vs them" logic are pure Logos, and they CAN work.

But when you layer these modes intentionally, your message becomes dimensional. 

❓️Ask yourself:
While looking at your next campaign: which of these modes am I using and which ones am I missing?

Even adding one more can shift performance.

Till next time,

— Kent