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Note

In practice, it's important that you are able to support your
premises as well. For example, the person that presents the

"Sushi is a fish" argument should be prepared to defend the

characteristics of living in the water and having gills as
defining. A defining characteristic for a fish would be something

that sets "fish" apart from all other creatures and objects in the world.

Now that we understand that logic is a way to discuss the validity of the connections

between ideas, we can discuss its persuasive qualities. In essence, if your ideas are

logically connected and if your premises indeed support your conclusions, then you
have a strong argument that people will "buy."

You might not know it, but you probably use logos on a daily basis! Anytime you tell
someone something, and the person asks you "why," and you tell the person "why,"

you are giving premises for your statement in an attempt to make the person believe

you—this means (that to some degree) you're using logos. Consequently, you
probably have a very intuitive understating of why logos works: if people understand

your reasoning and your reasoning "makes sense," then they are more likely to

understand your position and subsequently trust it—not to mention remember it.

Let's say that you want to change an office policy. Before telling everyone you want
to change some particular policy, you would invariably want to collect your ideas for

proper presentation. This probably includes the preparation of an explanation as to

why the policy should be changed. The "whys" are probably observations you have
made around the office. Consider the following example.

You think that people are currently wasting time when sending e-mails. Specifically,
you have made the observations listed below, and from these observations you

generate the conclusion listed below …

TX Marketing II: Negotiation Techniques 110