Ethos, Pathos, and Logos

This is a great article!
Harvard Business Review: Three Elements of Great Communication, According to Aristotle- Ethos, Pathos, and Logos 

• Ethos is essentially your credibility — that is, the reason people should believe what you're saying. 
• Pathos is making an emotional connection — essentially, the reason people believe that what you're saying will matter to them.
• Logos is your mode for appealing to others' sense of reason, ergo the term logic.