The 3 Pillars of Persuasion: Get Anyone To Say Yes

Good Morning! It's National Burrito Day - and as your sales bestie, we're obligated to share these hot leads: Moe's is running BOGO burritos, Del Taco's giving away free burritos with purchase, and Chipotle relaunched their "burrito vault" game where you could win free burritos FOR A YEAR. Consider this your most actionable sales intelligence of the day. Now, let’s get into today’s Follow Up. 🌯 

• 4 creative outbound strategies 🎁 

• 50+ email templates that actually work ✍️ 

• A note to send prospects using competitors 📩 

• Pros and cons of AI agents 👀 

• Sales jobs & a meme 😂

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The 3 Pillars to Get Anyone to Say Yes

Aristotle never sent a cold email or closed a SaaS deal. (hah, lame) 

But this ancient Greek guy created a persuasion framework so powerful that it's still working 2,300 years later.

The world's greatest minds - from Shakespeare to Steve Jobs - have been using Aristotle's principles of rhetoric to influence people for centuries.

Today I'm breaking down how to use these timeless persuasion techniques to actually close more deals.

What Is Rhetoric (And Why Should You Care)?

Rhetoric is "the art of seeing the available means of persuasion in any given situation."

In simpler terms? It's figuring out the most effective way to convince someone of something.

Aristotle identified three types of rhetoric, but the GOAT, when it comes to sales is: deliberative rhetoric.

While forensic rhetoric obsesses over the past and ceremonial rhetoric deals with the present, deliberative rhetoric is all about the future. It helps customers see a better tomorrow with your product.

This forward-looking approach is exactly what great salespeople do - they paint a vivid picture of how much better life will be after buying.

The Three Pillars of Persuasion 

Aristotle's genius was identifying three core elements that work together to influence anyone. Master these, and you'll close deals your competitors can't touch.

1. Ethos: Building Trust

Ethos is all about credibility. Without it, even the most logical arguments get ignored.

When Churchill addressed Congress in 1941, he started with: "I have been in full harmony all my life with the tides which have flowed on both sides of the Atlantic against privilege and monopoly."

He wasn't rambling – he was establishing common ground and authority.

In sales, build ethos by:

• Sharing relevant experience (not your life story)

• Dropping testimonials from similar customers

• Showing you understand their industry

• Proving you care about more than commission

2. Logos: Making the Logical Case

Logos appeals to reason through facts, data, and logical arguments.

When car commercials rattle off 10+ safety features that got their car nominated for a safety award, they’re using logos.

Their pitch is simple, factual, and impossible to refute.

In sales, you can strengthen logos by:

• Using data that actually matters to them

• Providing specific examples, not vague claims

• Making comparisons that highlight your value

• Showing concrete evidence of results

3. Pathos: Creating Emotional Connection

Pathos taps into emotions, and it's often what actually closes the deal.

Those ASPCA commercials don't bombard you with animal abuse statistics – they show you a sad puppy while Sarah McLachlan plays in the background.

In sales, you can leverage pathos by:

• Telling stories that hit home

• Helping them visualize success with your product

• Addressing their real fears and aspirations

• Creating genuine urgency (not fake scarcity)

Putting It All Together

The most effective persuasion combines all three elements.

Let's say you're trying to sell a $100 pen. Sounds ridiculous, right?

With ethos, you casually mention it's the exact pen Steph Curry uses to sign his contracts and write notes to fans. You've borrowed credibility from someone they trust.

With logos, you break down the titanium construction, German engineering, and how it'll last 20+ years while normal pens die in months. You've made a logical case for the value.

With pathos, you talk about how this is the pen they'll use to sign the deal that changes their company forever or write letters their kids will keep for decades. You've created an emotional connection.

Suddenly, $100 for a pen doesn't seem crazy at all.

Sales Emails That Actually Work: 50 Templates Inside

Fed up with emails that vanish into the void? Our collection of 50 field-tested templates delivers what others just promise: responses. No fluff, no jargon – just emails prospects actually read and reply to.

You'll get:

• 20 first-touch templates that spark real conversations

• 20 follow-up templates that keep deals moving

• 10 break-up templates that preserve future opportunities

• 10 ChatGPT prompts to create endless variations

These aren't theoretical best practices. They're battle-tested messages used by successful sales teams to land meetings and close deals. Each template is designed for quick customization – swap in your details and start seeing results.