Nick Anderson-Vines

Aristotle's 3 Appeals - Understanding the "Rhetorical Triangle" ◭

So, what are you? 👇

◭ A Logos copywriter 🧠?

◭ A Pathos copywriter ❤️️?

◭ Or an Ethos copywriter 🤴?

Or perhaps you think good copy is built on having all 3 Aristotelian modes of persuasion in the same advert.

Logos, Ehtos, and Pathos are all important components of persuasive writing.

And by learning to recognize each of the 3 in the writing of others, we can create copy that either connects or converts highly

Let's take a closer look at each of the 3 Appeals

1. Pathos ❤️️: Persuading your audience by appealing to their emotions

How?
☞Use Sensory English by using words that appeal to reader's touch, smell, taste and hearing.
☞Use intensifying adjectives and playful phrasal verbs to emphasize benfits in a more tantalising way.
☞Use old-school rhetorical devices such as repetition, alliteration, metaphor etc.

2. Logos🧠; Persuading your audience by appealing to their logic

How?
☞Support the problem you're solving with factual proof.
☞Use straighforward language that's clear and simple.
☞Use technical adjectives and adverbs to demonstrate a reliable outcome.

3. Ethos 🤴: Persuading your audience by appealing to something's credibility

How?
☞Inject personal success stories or positive reviews into the advert
☞Borrow credibility from someone with more celebrity/influence than you.

Do you think better copywriting comes from integrating all 3 into the same advert?

Know when it's not a real ad.

Because when you do, you understand the culture you’re writing for 😅

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Youtube ads are awesome! 😅

They're an absolute goldmine 💰 if you’re a copywriter who's trying to improve 3 things,

👉The English Language
👉Storytelling techniques
👉& Cultural knowledge

The offer you a window into any world you wish to write for.

So would you really want to skip every single English Speaking Youtube ad as a copywriter who uses English as a second language?

“But how can I even watch Youtube ads from other countries, Nick?”

Easy!

🔶Download the Hola Better VPN Extension for Google Chrome

🔶And set the region to the English speaking marketplace you’re interested in working for.

🔶And when you play a video, watch the English speaking ads for that market with EN subtitles…

It’s a treasure trove, trust me.

Then, make it a daily practice to imagine what the opening sentence of OLV script would be..

And write it down!

Starting with a “We open with…. X, Y, Z “

Just one sentence.

Then you can SKIP! 😅


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On another note, has there been a Youtube ad that you decided not to skip because it got you hooked in under 3 seconds? Why?

I’d love to hear what made you stick it till the end!

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What’s the difference between a headline and a wedding ceremony?

Not much.


Neither guarantees that the reader or spouse will be yours until the end.

You’re only at the beginning. The work never stops.

Steve Harrison once said that, in copywriting, you'll only have 8 letters - that’s 250 milliseconds - to take the reader by the hand to the next 8 letters...

And then to the next 8 letters,

And then to the next…

So you can never relax!

Not until your message is delivered.

Because no-one gets "hooked" forever.

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3 tools to make your copy the best choice for the reader.

1. The words you use
2. The order you put them in
3. And the way you format them.

So what made you stick it till the end? I'd love to know!

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Who's afraid of the bad big wolf? 🐺 3 Times You’ll Want to Break the Royal Order of the Adjectives in English 👇


Ordering your adjectives incorrectly in English is like nails on a chalkboard for the native-English speaker.

It sounds horrible.

But contrary to John Forsyth’s analysis below.

I’d like to make the claim that there will be occasions where breaking the adjective rules will be good for your copywriting.

Here goes.

1. Emphasis

Imagine I’m an antiques dealer who’s trying to sell you a French (origin) silver (material) whittling knife. 🔪

If I really wanted to emphasise its quality and value to you, I may consider placing the most important adjective at the beginning to catch the shopper’s attention before then revealing what the item is.

“We’ve got Silver French Whittling knives” 🔪

Similarly,

“We’ve got an 18thC large sideboard" - to distinguish its age (and perhaps value) when compared to all the other side boards in the shop.

So there’s an argument to be made that, for conversion purposes, placing the highest value at the beginning could be useful sometimes…

2. Phonetics

Who cares about this ruddy order? I want to experience the sounds of words in sonic unity.

Which is why it might be “catchier” to create strings of lyrics that go against an established order for musical "effect"

Like “who’s afraid of the big bad wolf?” 🐺

3. Compound Nouns

Ever seen a Madagascan bluebird? 🐦

It’s slightly different from a blue Madagascan bird… 🦤 😉

Like the Green Great Dragon 🐉 that Mark Forsyth mentions in the image,

Some adjectives are built into nouns to create a compound noun.

This is when the royal order would appear to be broken but it’s actually not.

Were you ever aware of the order of adjectives in English? Maybe you’re a native speaker who wasn’t even aware of this order!

Let me know in the comments!

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3 things THIS GUY with the MULLET would do if he was a Non-Native Freelancer Looking to Land Premium Clients on Linkedin.



1. Find a niche 🤟🤓

Why be a copywriting doctor when you can be a copywriting surgeon?

The surgeon earns more money than the doctor because the surgeon gets to "the heart" of the issue and fixes it.

They are specialists.

So, if you want to compete with the ever expanding list of native “generalists” out there.

Show expertise in a particular field and increase your value as a result.

How?

You ask yourself;

👉What do I enjoy?

👉What are my strengths/abilities?

👉And then you hone in on the area of weakness people have.

2. Learn “the English” 🤟🤖

You have to develop a distinct native-English voice in your copywriting to compete with native-English copywriters.

Regardless of whether you are in advertising, marketing, or brand strategy...

You cannot begin any international copywriting journey without knowing how to reflect the voice of your marketplace.

How?

👉You understand the skills for English Copywriting. NOT the entire English Language! This would be particular verbiage, sentence structuring and tones of voice.

👉And then you learn it in a way that helps you to not only remember it, but embody it!

3. Build a Community on Linkedin 🤟🧐

If you engage with this platform with the correct inputs,

You’ll receive the best outputs.

And this isn’t through cold messaging or pushy sales posts.

STOP that! 😉

No-one wants to know about your free 30 minute discovery call!

Sorry to break it to you. 😅

99.9% of the time, people don’t want anything from you until you’ve established yourself as a thought-leader of the community.

How?

👉Post content (at least 4 times a week) that uses impeccable English to help tell engaging stories, and to help demonstrate your expertise.

👉Comment on large accounts & “ideal customer” accounts each day.

👉And know what to do when a prospect is warm (that’s for another post!)

But to set the right frame, you have to approach people as "potential members of your community" rather than "potential customers".

It’s love 1st, business 2nd over here.

But the business does come - trust me! 😊

And lastly, stop pretending that there’s an incurable problem when there actually isn’t..

It’s a numbers game.

An NBA player misses the hoop many times before he/she becomes a pro. 🏀🗑

But even “the shorter people” made more money than the “taller people”

Why? Because they loved the game enough to throw the ball more often.

That’s why your consistency will win the game. Not their birth certificate.

🤝 Connect丨Nick Anderson-Vines
🚀 Follow for my latest posts

Peace out! 😅

Your eyes are playing tricks on you... 👀

How many verbs are there in the sentence below? 👇

Did you just say 2?

Then there’s your problem!

Because you see the word “to” next to the word “giving”...

You assume that giving is a verb in the sentence, making it this strange form of infinitive verb with ING. (to + ING)

But it’s not!

In this sentence, “giving the hood… etc” is acting as a noun

And the word “to” belongs to the verb “contributes”

So “contributes to” is the only verb in the sentence…

With “giving the hood….etc” as the object in the sentence.

So when you use verbs like this, for example;
👉Look forward to
👉Admitted to
👉Devoted to etc

Don’t fall for the trap and take out the ING of the next word because you think it needs to be a base verb!
"Look forward to see the Northern Lights" ❌
"Admit to steal her purse!" ❌
"Devoted to help the poor" ❌

All wrong and sound horrible!

But... "Looking forward to seeING the Northern Lights ✅

So.. watch out for these pesky little phrasal verbs with the word “to” at the end… and don’t let them affect your beautiful noun phrases that follow after them!

And if you knew about this already... did it take some getting used to? 😅

Let me know below!

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This book changed me...

And it was never meant to be self-help.

Endurance by Alfred Landsing maps out the treacherous journey of British Explorer, Ernest Shackleton, and his 28 men as they cross the floats of Antarctica by foot.

This book reminded me of just how far we can go when pushed to our limits.

And inspired me to be more comfortable with discomfort in life.

It truly is the greatest adventure story ever told!

So when copywriters ask for examples of great storytelling in English, I say "Endurance"

And when copywriters ask for a self help book , I say "Endurance "

Because there's nothing more exciting to a nerd like me than to read a non-fiction book that reads like mythology!

Can you think of any other great non-fiction books that use great storytelling?

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Do you know where the word slogan came from?

It came from the word Sluah-ghairm, a Scottish word for War cry ⚔️...

That's pretty epic, right?

So how can your brand slogan in English do this original intention for the word justice?

How to transition it from just a cough in the wind to an inspiring war-chant on the international battlefield?

Antimetabole!

An antimetabole is a special kind of balanced sentence....

A balanced sentence is a sentence made up of two parts that are roughly equal in length, importance and grammatical structure, following the 𝐀𝐁𝐀𝐁 structure...

For example

𝘉𝘶𝘺 (𝐀) 𝘢 𝘣𝘶𝘤𝘬𝘦𝘵 𝘰𝘧 𝘤𝘩𝘪𝘤𝘬𝘦𝘯 (𝐁) and 𝘩𝘢𝘷𝘦 (𝐀) 𝘢 𝘣𝘢𝘳𝘳𝘦𝘭 𝘰𝘧 𝘧𝘶𝘯 (𝐁) 🍗

The grammar is equal because the A’s are verbs and the B’s are noun phrases.

But if you really want to spice this structure up, you would turn it into an antimetabole...

Which is when we have (roughly) balanced grammar (𝐀𝐁𝐀𝐁), but (roughly) symmetrical vocabulary (𝐀𝐁𝐁𝐀).

Ex.
𝘗𝘭𝘦𝘢𝘴𝘶𝘳𝘦’𝘴 𝘢 𝘴𝘪𝘯, 𝘢𝘯𝘥 𝘴𝘪𝘯’𝘴 𝘢 𝘱𝘭𝘦𝘢𝘴𝘶𝘳𝘦

The grammar is still 𝐀𝐁𝐀𝐁

But the vocabulary is 𝐀𝐁𝐁𝐀 (symmetrical)

Laid back…. With my mind 🧠(𝐀) on my money 💰(𝐁), and my money💰 (𝐁) on my mind 🧠(𝐀).
- (Cheers Snoop Dog!)

Ask not what your country (𝐀) can do for you (𝐁), as what you (𝐁) can do for your country (𝐀)
- John F Kennedy

Slick Sentences right!

So where to even begin to create such sentences?

Well, jump on the Carousel to learn the 3 simplest ways to create an antimetabole. FAST.

Enjoy.

"Your hook isn't good enough",

That's what she said...

I wasn't surprised when my friend said it though..

I'll be the first to admit that my copy can sometimes read like a car engine that's constantly stalling, but always on the go.

However, let me confess..

I’m NOT actually a Copywriter!

😱

That’s right, this is a huge misconception behind who I am and what I do..

And what’s more is that…

I’m not a Copywriting Coach either!

😱😱

Ha yeah, I know!

Just to be straight, I’m the English Coach for Copywriters…

A slight difference..

I’m assigned to come into advertising agencies and teach the copywriters who use English as a second language the English they were never taught at school - but NEED as a creative.

Why? 🤔

So that they can write memorable words that make their agencies remembered!

So when I write a post, please know that my goal is to educate copywriters about English first and foremost, it’s NOT to project myself as a copywriting expert..

And sorry for all the recent spelling mstkes! 😅

I hope this clears things up a bit...

So is your job title sometimes difficult to explain to people?

Let me guess!

You’re a copywriter who has to constantly explain to their family the differences between copywriting and copyright? 🤔

You at Christmas: “I don’t work for a law firm, gran!”

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