Cover all Aristotle's 3 appeals
You must consider at least three different aspects of an argument for it to persuade an audience effectively.
Aristotle’s thoughts on effective communication are over 2000 years old, but are still regarded as the basics of rhetorics to this date. His theories on public speaking are easily applied digital user experiences.
Some of his basic heuristics (rules of thumb), are his three persuasive appeals: how we must consider at least three different aspects of an argument to persuade our audience.
Aristotle’s 3 appeals were:
Logos - appealing to logic\ Appealing to logos is typically done by using fact and statistics, quotations from experts, and/or informed opinions
Pathos - appealing to emotion\ Appealing to pathos is typically done by using emotional outbursts, stories about emotional events, or using picturesque and vivid language.
Ethos - appealing to ethics, moral, and character\ Appealing to ethos is typically done by showing practical knowledge (phronêsis), showing moral character (areté), or showing good intentions and good will (eunoia).
When trying to seduce people to fall in love with your product on your landing page, consider if you are covering all three persuasive appeals.
Are you using convincing facts, telling emotional stories about how you have helped others, and are you showing off your track record? For an argument to be effective, you need to consider all three persuasive appeals: logos, pathos, and ethos.