"win their trust"

                    Chapters seven, eight and nine

                 

These three chapters basically revolve around the audience's trust in the persuader. How do we do this? its simple, you need to relate with the audience you are speaking, and not only by using decorum. Think about it: when you are sharing something deep or personal to someone while talking, and they relate, don't you feel connected to that person for the similar event or story? This is used in persuasion, give the audience a reason to trust in you, even if you have to put up an act. There are several ways the book says this can be done but I believe that the most important to know and properly use are to show: experience, personal sacrifice, belief. These three are linked together to show your true face and the goal you want to transmit. show an experience, like I said before, showing an experience is relating to your audience, when you say that you've been in a similar situation, the audience will relate and this creates a bond between speaker and receptor which finally leads to trust. Trust is very important from your audience because they don't believe that you are actually tricking them with your rhetoric skills. Show personal sacrifice: claim and make your audience believe that the choice will benefit them more than it will benefit you. To do this, you have to earn the audience's trust and later use it to your advantage so you're sure they believe what you say is for their benefit rather than yours. Finally, show belief, your belief, this will create emotion (pathos) in the audience, to do this you can use what your audience has experienced and what you expect to happen. Again, belief states that YOU as a speaker need to understand the speaker by "walking in their shoes" and show them that your shoes are not so different, that they can really be similar. Just relate to them, and make them (audience) relate to you.