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Instead, we said simply that anything that originates outside the person is inartistic,

whether true or not, and anything that originates from the person, whether true or
not, is artistic information.

Whether information is artistic or inartistic will influence the order in which you
should present it. This is true for all types of correspondence, ranging from business

letters and presentations to one-on-one negotiations sessions. In general, one

should always present inartistic information and then artistic information. That is,
clear prose moves from premise to conclusion.

Inartistic information is rigid in form because it is found, not invented. There is, in
general, little license that you can take with it. However, how you approach artistic

information impacts the success of your communication efforts immensely. Aristotle

identifies three approaches to delivering artistic information (persuasion) that we
also examined: ethos, pathos, and logos.

Logos refers to presenting logic to persuade (appealing to an audience by focusing
on the logical progression of a communicator's thoughts); pathos refers to engaging

emotions to persuade (appealing to an audience by pushing their "emotional

buttons"); and ethos refers to utilizing authority and moral character to persuade
(appealing to an audience by focusing on a communicator's assumed moral or ethical

character).

These three approaches comprise our most fundamental means of persuasion—but

access to them and their relevancy vary with particular situations. The ability to
identify access to these three approaches in a particular situation and then utilize

them effectively is called rhetoric.

TX Marketing II: Negotiation Techniques 24