Great Business Books – On Rhetoric by Aristotle

Aristotle On RhetoricOkay, Aristotle is clearly not for the faint of heart. But if you want to learn how to persuade from the man who literally wrote the book on the subject, at least make a pass at On Rhetoric. It has been said that since the Greeks, everything else has been commentary, and that is the case here. On Rhetoric covers everything from the types of persuasive speech to the various contexts of public discourse to the very tools of persuasion — ethos, logos and pathos. Understanding the art of persuasion at it’s deepest levels is a practical and very valuable asset when it comes to marketing and sales. After all, as a professor of mine said, “selling is simply persuasion with the implication that an exchange of money is involved.” (Referenced in this DailyKev post)

 

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