Plato was a Greek philosopher and taught his student, Aristotle, the art of persuasion. The art of persuasion is a way to appeal to an audience, and was often used in public speeches during that time. Aristotle identified three methods of persuasion: ethos, pathos, and logos.
Credibility
testimonials
track record
celebrity endorsements
brand association
well known
trusted
Logic
straight forward
facts/figures
data
infographics
scientific research
statistics
Emotions
incites an emotion:
anger
excitement
love
happiness
frustration
adrenaline
plays on insecurities
people will like you
people will find you more attractive
you will be popular