So what is Ethos and how is it relevant to marketing and sales? Ethos means “character” in Greek and focuses on the credibility and validity of your message. According to Aristotle, this credibility must come solely from the content of the message; but in a market that highly values ​​expertise and authority in the field, the reputation of the courier carries great weight.

I’ll talk about the latter, first.

As a salesperson or marketer, you know that there is no more valuable attribute than your reputation. Whether it is integrity, character, trustworthiness, etc., his credibility in the online world is based on his audience’s evaluation and opinion of his past actions and results.

Do you have a proven track record of success in your area of ​​expertise? Do you meet your commitments and add value? Are you respected by others in your industry as an authority? Is there third-party validation of your claims in the form of endorsements and testimonials?

If you haven’t managed to build this critical trust, you’ll have a hard time converting leads into sales, regardless of the effectiveness of your system and the perceived value of your product.

So what about the credibility of the message?

This is where Ethos has more to do with the content and the use of language. Knowing how to create a credible message is critical to any online campaign, but it’s critical for those new to web marketing or the industry in general.

Let’s say you have no followers or past successes to highlight. Whether you’re writing a blog, an article, a video script, or sales page copy, your content must build trust with your audience immediately or they’ll disappear.

The way to accomplish this may seem obvious, but it’s worth mentioning: use proper grammar, spelling, and punctuation. Use “I” and “we” frequently to engage with your prospect, let them know that you can empathize with their current situation, that you’ve been there before, and have a solution to their pain. Use common sense and goodwill in your prose, and deliver ten times the value it promises to provide.

By being consistent in building the credibility of your message, you will invariably find that you are also attracting more prospects based on your growing reputation as a messenger who offers solutions to problems. Problem solvers are the most valuable and in-demand resource and you can name your price.