**Ethos:** credibility, subject matter expertise, personal story, reviews, social proof, qualifications **Pathos:** appeal to emotions, metaphors, paint the picture, quotes, imagery, demonstrate agreement with underlying values of audience. **Logos:** logical appeal, data, insights, quotes, surveys, statistics and studies. **Kairos:** timing, urgency, next steps. [More about Modes of Persuasion on Wikipedia](https://en.wikipedia.org/wiki/Modes_of_persuasion).