If you're looking for advice on how to become a great public speaker, there are plenty of people you can go to. Speaking coaches, VCs, Hollywood directors, jazz musicians, and MIT professors have all offered worthy tips and suggestions.
But perhaps the most compelling advice of all comes from the most unlikely source -- ancient Greek philosophers. Before you groan and click away, hear me out.
Much has changed in the 2,500 or so years since Aristotle and Plato were walking around an agora discussing their ideas. Our lifestyles, tech, and understanding of the world are wildly different. But human beings themselves haven't changed much.
Evolution is slow. Our brains are basically wired the same way then as now. And what worked in ancient Athens -- before speakers had the advantage of fancy slides and eye-catching graphics -- will almost certainly work now. Plus, these ideas have withstood millennia. They must be pretty worthwhile.
You could, of course, take whole college courses on what the Greeks had to say about what they called rhetoric and what most modern entrepreneurs would call delivering a great speech or presentation. But for time-pressed professionals, let's start with the fundamentals. Ancient Greek thinkers taught that every convincing speech should contain three essential elements.
1. Ethos
Ethos is the ancient Greek word for character. Aristotle taught that speakers must establish their ethos -- their character, credibility, or authority to speak on a subject -- for their words to persuade anyone. Without this essential first ingredient, even the most clever and well-worded arguments will fall flat.
"Your audience needs to know (or to believe, which in rhetoric adds up to the same thing) that you are trustworthy, that you have a locus standi to talk on the subject, and that you speak in good faith. You need your audience to believe that you are, in the well-known words, 'A pretty straight kind of guy,' " journalist Sam Leith explained in his book on great rhetoric through the ages, Words Like Loaded Pistols.
How do you establish this good standing with the audience? "No one likes a bragger or a name-dropper. But underselling yourself can be just as damaging to your chances of making an impact with your presentation," warns Big Think's Kris Flegg. "Often, the right balance can be struck with case studies and examples."
You might mention people or companies you've worked with to use social proof to establish your credentials. Academics might mention their university or affiliations. Hard numbers help too. "It's much easier to tell an audience that you've been coaching for 15 years than it is to tell them that you're the best coach around," Flegg points out.
The idea isn't to toot your horn to enjoy the sweet sound of self-praise. It's to foster your audience's basic trust that you have the knowledge and character to talk about whatever it is you're going to talk about.
2. Logos
OK, now your audience trusts you. What are you going to tell them? Logos is the content of your speech -- the actual ideas you're trying to get across and the way you link them together. And when it came to how to do this, Aristotle agreed with contemporary writing teachers: "Show, don't tell."
"Aristotle had a tip here: He found that the most effective use of logos is to encourage your audience to reach the conclusion to your argument on their own, just moments before your big reveal. They will relish in the fact that they were clever enough to figure it out, and the reveal will be that much more satisfying," explains the Farnam Street blog.
By using evidence, anecdotes, and solid logic to lead your audience to the conclusions you want them to draw, you enlist them in your speech. That's both more entertaining and more persuasive than just flat out telling them what they should think.
3. Pathos
So far, so logical. But as you may have observed, humans are not 100 percent logical creatures. Far from it. So according to Aristotle and other ancient Greek thinkers, a truly great speech must not just have a credible speaker making logically sound arguments. It must also have pathos, or emotion.
Offering statistics about your topic is one thing. Sharing a moving story about how your product or idea impacted an individual is an appeal to pathos. So is invoking the audience's feelings of empathy, anger, frustration, or even patriotism or duty. You might even display a little well-timed emotion yourself.
The idea is to make your audience feel, not just think. But you don't want to overdo it.
"In order to work, pathos needs to be used sparingly, where it has the strongest impact, and in a way that feels natural. If forced, pathos can have the opposite effect, making people distance themselves to avoid the awkwardness of your emotional outpouring," warns neuroscientist and Ness Labs founder Anne-Laure Le Cunff in her own deep-dive post on the ancient Greek approach to persuasion.
Put these three elements together, and you had a recipe for true persuasion 2,500 years ago -- and you have the recipe for it now.
Expert Opinion By Jessica Stillman, Contributor, Inc.com @EntryLevelRebel
Jul 11, 2024
You just diagnosed a failed capacitor on an AC unit. You know exactly what's wrong and how to fix it. But when you try explaining it to the homeowner, their eyes glaze over. They don't understand. Worse, they don't trust your recommendation.
Sound familiar?
Technical skill gets you the job. Communication skill keeps you employed, builds your reputation, and increases your earnings. The difference between a $50,000/year tech and a $90,000/year tech often isn't technical ability—it's how well they explain problems and solutions to customers.
Here's the surprising part: The best communication framework for tradespeople comes from 2,500-year-old Greek philosophy. Before you roll your eyes, understand this: Aristotle figured out how humans make decisions long before PowerPoint existed. His three-part formula works whether you're addressing the Roman Senate or explaining to Mrs. Johnson why her water heater is leaking.
Let me break down the ancient Greek approach to persuasion—and show you exactly how it applies when you're standing in someone's basement trying to explain why they need a $3,000 repair.
The Three Elements Every Explanation Needs
Ancient Greek philosophers taught that every convincing explanation requires three elements: Ethos (credibility), Logos (logic), and Pathos (emotion). Miss any one, and customers won't trust you, won't understand you, or won't feel motivated to act.
Why this matters in trades:
- Customers are spending significant money based on your recommendation
- They don't understand technical details
- They're often stressed (something is broken)
- They're vulnerable to being ripped off (and they know it)
- They're making decisions based on trust, not knowledge
Let's break down each element with real-world trades examples.
Element 1: ETHOS (Building Your Credibility)
What it is: Establishing that you're trustworthy, knowledgeable, and speaking in good faith.
Why it matters: Customers meet you for the first time when something's broken. They don't know if you're competent or a scam artist. You must build trust quickly.
How Tradespeople Build Ethos:
Before you arrive:
- Clean, professional-looking truck/van
- Company uniform or clean work clothes
- Organized tools (messy truck = sloppy work in customers' minds)
- On-time arrival or courtesy call if delayed
When you meet the customer:
- Firm handshake and eye contact
- Professional greeting: "Hi, I'm Mike from ABC Plumbing. I'm a licensed master plumber with 12 years experience."
- Ask permission before entering: "Mind if I take off my boots?"
- Put down drop cloths before working
While diagnosing:
- Explain what you're checking and why
- Show them what you're finding in real-time
- Use your experience naturally: "I've seen this issue hundreds of times in houses this age."
- Reference training: "We're trained to check X before recommending Y."
Real example (Electrician):
BAD approach (no ethos): "Yeah, your panel's messed up. Needs replacing."
GOOD approach (builds ethos): "I'm seeing some concerning issues here. I'm a licensed electrician with 15 years experience, and I've inspected thousands of panels. Let me show you what I found. [Shows scorching on connections] See this discoloration? That's heat damage from loose connections. This is a safety hazard. The panel itself is also a Federal Pacific—these were manufactured in the 70s and have a known failure rate. I'd recommend replacement before we have a fire risk."
What makes the second approach work:
- Mentions credentials naturally (licensed, 15 years, thousands of inspections)
- Shows physical evidence (visual proof)
- Explains reasoning clearly
- Focuses on safety (demonstrates good faith)
Subtle Ways to Build Credibility:
Use social proof:
- "I just finished a similar repair down the street"
- "Your neighbor actually referred you to us"
- "We've been servicing homes in this neighborhood for 20 years"
Show certifications:
- Have license visible on uniform or truck
- Mention EPA certification for HVAC
- Reference continuing education: "I just updated my training on these new systems"
Demonstrate thoroughness:
- "I'm going to run a complete diagnostic before recommending anything"
- "Let me check a few other things while I'm here"
- "I want to make sure I understand the full picture"
Be honest about limitations:
- "This isn't my specialty, but I know someone excellent I can refer you to"
- "I need to research the best approach before giving you a firm quote"
- "I've only seen this issue twice before—let me consult with my senior tech"
Pro tip: Customers trust humility more than arrogance. Admitting when you don't know something (then finding out) builds more trust than faking expertise.
Element 2: LOGOS (Logical Explanation)
What it is: The actual content of your explanation—the facts, evidence, and reasoning that support your recommendation.
Why it matters: Customers can't evaluate technical recommendations directly, so they evaluate whether your explanation makes logical sense. They're asking themselves: "Does this add up?"
How to Use Logic Effectively:
Show, don't just tell: The single most powerful technique—let customers see the problem themselves.
Real example (HVAC Tech):
WEAK approach: "Your compressor is bad. It's going to cost $2,800 to replace."
STRONG approach: "Come outside with me for a second. Hear that grinding sound? That's your compressor struggling. Now feel how hot this is? [Customer touches component] It shouldn't be this hot. Let me show you something else. [Checks refrigerant pressure] See this gauge? It should read 350 PSI. It's at 150. All these symptoms together tell me the compressor is failing. Here's what happens if we don't fix it... [explains consequences]. And here's why I'm recommending replacement rather than repair... [explains reasoning]."
What makes this work:
- Customer experiences the problem (hears, feels, sees evidence)
- Multiple pieces of evidence reinforce each other
- Logic builds step-by-step
- Customer draws conclusion themselves before you state it
Lead customers to conclusions: Ancient Greek philosophers knew this truth: People believe ideas they discover themselves more than ideas you tell them.
Example (Plumber):
TELLING approach: "You need to replace this pipe."
LEADING approach: "Look at this corrosion here. See how thin the pipe is getting? [Customer looks] What do you think happens when metal gets this thin? [Customer: 'It breaks?'] Exactly. And when a pipe like this breaks inside a wall, it causes thousands in water damage. That's why I'm recommending we replace it now while we have access, rather than wait for an emergency. Does that make sense?"
Use analogies for complex concepts: Technical jargon confuses customers. Analogies translate complexity into understanding.
Great trades analogies:
Electrical:
- "Electricity is like water flowing through pipes. Voltage is the pressure, amperage is the volume."
- "Your circuit breaker is like a safety valve—it shuts off when things get dangerous."
- "Bad wiring is like a leak you can't see—dangerous but hidden."
HVAC:
- "Your AC works like a refrigerator—it moves heat from inside to outside."
- "The refrigerant is like blood in your body—the system can't function without the right amount."
- "A dirty filter is like trying to breathe through a straw—the system works harder and wears out faster."
Plumbing:
- "Think of your water pressure like blood pressure—too high damages pipes, too low means poor flow."
- "This valve is like a gate—when it fails, it can't stop water anymore."
- "Scaling in pipes is like cholesterol in arteries—it restricts flow and causes problems."
Break down complex repairs:
Example (Electrician):
CONFUSING approach: "I need to upgrade your service, replace the panel, run new circuits, and bring everything to code."
CLEAR approach: "Let me break this into steps. First, we upgrade your main service from 100 to 200 amps—think of this like adding a bigger water main. Second, we replace this old panel with a modern one that has proper safety features. Third, we run dedicated circuits for your kitchen and laundry—so these high-power appliances don't overload other circuits. Finally, we bring everything up to current code so it's safe and legal. The whole job takes about two days. Does this make sense so far?"
What makes this work:
- One step at a time
- Analogies for complex concepts (water main)
- Purpose explained for each step
- Checks for understanding
Provide options with trade-offs: Customers appreciate honesty about choices.
Example (HVAC Tech):
SINGLE option (weak): "You need a new furnace. It's going to be $6,500."
MULTIPLE options (strong): "Let me give you three options. Option 1 is repairing what you have—it'll cost $1,200 but I'd estimate you get 2-3 more years before needing replacement. Option 2 is a standard efficiency replacement at $5,800—this will last 15-20 years and cut your heating bills by about 20%. Option 3 is a high-efficiency system at $8,200—this lasts the same 15-20 years but cuts bills by 35%. Most customers in your situation choose Option 2, but I wanted you to know all your choices. What questions do you have?"
What makes this work:
- Customer feels in control
- Clear cost/benefit for each option
- Guidance without pressure ("most customers choose...")
- Invitation for questions
Element 3: PATHOS (Emotional Connection)
What it is: Making customers feel the importance of the situation, not just understand it intellectually.
Why it matters: People make decisions emotionally, then justify them logically. If customers don't feel motivated to act, they won't—even if your logic is perfect.
How Tradespeople Use Emotion Effectively:
Connect repairs to what customers care about:
Safety (most powerful):
- "This electrical issue is a fire hazard. I'd hate to see your family at risk."
- "Carbon monoxide from this crack is odorless—you wouldn't know until it's too late."
- "With kids in the house, I really recommend fixing this now."
Comfort:
- "Imagine not worrying about your AC dying during a heat wave."
- "You'll finally have hot water that actually gets hot."
- "No more waking up to a freezing house."
Money/future costs:
- "Fixing this now costs $800. Waiting until it fails costs $3,500 in emergency repairs plus water damage."
- "This inefficient system is costing you an extra $80/month. The new system pays for itself in savings."
Peace of mind:
- "Once we fix this, you won't have to worry about it anymore."
- "The warranty means you're covered if anything goes wrong."
- "You can stop thinking about this and just enjoy your home."
Tell brief stories: Stories create emotional connection better than statistics.
Example (Plumber):
STATISTICS approach (weak): "Water heaters typically last 10-12 years. Yours is 14 years old. The failure rate increases significantly after 12 years."
STORY approach (strong): "I'll be honest with you—last month I got called to a house three blocks from here. Their water heater was about the same age as yours. It finally gave out, flooded their basement, ruined their finished rec room and all their stored belongings. The water heater replacement cost $1,800. The water damage restoration cost $22,000. I really don't want to get that call from you. That's why I'm recommending we replace this proactively while you can plan for it."
What makes this work:
- Real scenario (not hypothetical)
- Local (could happen here)
- Specific consequences (not abstract)
- Shows you care about customer (not just making a sale)
Show appropriate concern:
Your emotional tone should match the severity.
Minor issue: "This isn't urgent, but I'd recommend addressing it in the next few months."
Moderate issue: "I wouldn't call this an emergency, but I wouldn't wait too long either. Let's schedule something in the next couple weeks."
Serious issue: "I need to be straight with you—this is dangerous. I strongly recommend we fix this today. I can move things around to make it happen."
Critical issue: "I'm really concerned about this. This is a safety hazard I can't ethically leave without addressing. I'd like to fix this right now, or at minimum make it safe until we can do a proper repair."
But don't overdo it:
TOO MUCH emotion:
- Fear-mongering: "Your house is going to burn down any second!"
- Excessive drama: "This is the worst thing I've ever seen!"
- Obvious manipulation: "Think of the children!"
RIGHT amount of emotion:
- Honest concern: "I'm worried about this being a safety issue."
- Professional care: "I'd hate for you to deal with the hassle of this failing."
- Straightforward: "This needs to be fixed soon to prevent bigger problems."
Real example combining all three elements:
Scenario: Electrician finds outdated wiring during a service call
WEAK explanation: "Your wiring is old. You should upgrade it. It'll be about $4,000."
STRONG explanation (Ethos + Logos + Pathos):
"Okay, let me show you what I found. [ETHOS: establishing credibility] I'm a licensed master electrician, and I've rewired hundreds of homes this age.
[LOGOS: showing evidence] Come look at this with me. See this wiring? This is aluminum wiring installed in the 1970s. [Shows wiring] Notice how it's oxidized here? That creates resistance, which creates heat. Let me show you this connection. [Tests with infrared thermometer] This is reading 140 degrees. It should be room temperature. That heat slowly degrades the connections over time.
[LOGOS: building to conclusion] Here's the problem: aluminum wiring is involved in 55 times more fires than copper wiring. Not because aluminum itself is bad, but because the connections degrade. You've got this throughout your house.
[PATHOS: emotional connection] Here's what worries me—you've got two young kids. Electrical fires often start inside walls where you can't see them until it's too late. I've seen the aftermath, and it's devastating.
[LOGOS: presenting options] I'll give you two options. Option 1: We can retrofit special connectors at every outlet and switch—it's about $2,500 and makes the existing wiring safer. Option 2: We rewire the house with copper—it's $5,500 but gives you complete peace of mind for the next 50 years. Most families in your situation choose Option 2, but both are legitimate choices.
[ETHOS: demonstrating integrity] I know this is a big number you weren't expecting. You don't have to decide today. Think it over, get a second opinion if you want. I just want to make sure you understand the situation so you can make an informed decision. What questions do you have?"
Why this works:
- Ethos: Credentials, experience, honesty, professionalism
- Logos: Physical evidence, clear reasoning, multiple options
- Pathos: Safety concern, care for family, specific consequences
Practical Application: The Daily Service Call
Here's a simple framework for every customer interaction:
Step 1: Build Trust (Ethos)
- Professional appearance and greeting
- Mention credentials naturally
- Explain your diagnostic process
- Be respectful of their home
Step 2: Show the Problem (Logos)
- Let them see/hear/feel the issue
- Explain what you found and why it's happening
- Use analogies for complex concepts
- Provide options with trade-offs
Step 3: Connect Emotionally (Pathos)
- Explain impact on safety, comfort, or costs
- Share relevant experience (briefly)
- Show appropriate concern
- Focus on preventing problems, not creating fear
Step 4: Answer Questions
- Welcome all questions
- Never make customers feel dumb
- Explain as many times as needed
- Confirm they understand
Step 5: Let Them Decide
- Give them space to think
- Don't pressure (destroys ethos)
- Offer to return if they need time
- Follow up professionally
Why This Matters for Your Career
Poor communicators:
- Get price-shopped constantly
- Face more customer complaints
- Generate fewer referrals
- Earn average wages
- Struggle with job satisfaction
Excellent communicators:
- Build loyal customer bases
- Generate steady referrals
- Earn premium rates
- Face fewer conflicts
- Enjoy their work more
Real impact: Two techs with identical technical skills. One explains poorly, one explains well. The good communicator:
- Closes 85% of recommended repairs vs. 50%
- Gets requested by customers specifically
- Receives 5-star reviews consistently
- Earns $20,000-$40,000 more annually
- Advances faster to lead/supervisor roles
- Starts successful business easier
Communication isn't a soft skill—it's a money skill.
Practice Makes Perfect
Like technical skills, communication improves with practice.
Ways to improve:
- Record yourself explaining common problems (cringe-worthy but effective)
- Ask colleagues how they explain specific issues
- Request feedback from friendly customers
- Practice analogies for common repairs
- Role-play with coworkers before difficult customer conversations
- Take customer service training seriously (many employers offer this)
Get training and support:
The Blue Collar Recruiter offers: ✓ Communication skills training for trades professionals
✓ Customer service workshops
✓ Interview coaching (same skills apply)
✓ Career development for skilled trades workers
The Bottom Line
Aristotle figured out 2,500 years ago what many tradespeople learn the hard way: People make decisions based on trust, logic, and emotion—in that order.
Master these three elements:
- Ethos: Build credibility and trust
- Logos: Explain clearly with evidence
- Pathos: Connect to what customers care about
Do this well, and you'll close more jobs, get more referrals, earn more money, and enjoy your work more.
Ancient wisdom. Modern application. Timeless results.