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Ethos, Pathos and Logos – APMP Guildford

It was another interesting session at last night’s APMP Guildford event, with Sarah Hinchliffe promoting the use of Aristotle’s three persuasive appeals within proposals. Following Nigel Thacker’s discussion of Machiavelli and rebidding last month, it was another example of how historical teachings can provide inspiration when writing compelling proposals.

Sarah outlined each of the appeals, Ethos, Pathos, and Logos and discussed how bid professionals should use each when responding to questions. Ethos will build credibility; Pathos will demonstrate an understanding of how the customer is feeling; Logos is used to create a logical argument. It is crucial to use all three in tandem, ensuring they are balanced and reflect the customer’s needs.

It was an interactive session with interesting ideas being presented by the audience.

We’re interested in hearing your thoughts. Are there any other historical figures whose teachings you use when managing or writing bids? Email us at or join the discussion on our LinkedIn group.

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