Many recognize Steve Jobs as an exceptional public speaker, but what made his presentations so compelling? The answer lies in pathos, an essential component of persuasive communication. The ancient Greek philosopher Aristotle was among the first to delve into persuasive communication, identifying three key elements that overlap to create persuasion: ethos, logos, and pathos.

Ethos relates to your character and values, encompassing your experiences and education, which build trust in your audience. Logos focuses on the logical foundation of your argument, employing data and statistics to support your viewpoint. Pathos is all about the emotional connection you establish with your audience. An analysis of numerous TED talks reveals that the most popular presentations consist of 65 percent pathos, 25 percent logos, and 10 percent ethos. Pathos is undeniably the most crucial element in a persuasive presentation. But how can you infuse more pathos into your talk? Storytelling is the key.

Storytelling helps you connect with your audience by making your presentation relatable and less abstract. There are three types of stories that serve this purpose:

1. Personal stories, like your earliest childhood memory, establish a powerful connection.
2. Stories about other people, such as a friend’s start-up struggles and ultimate success, can engage your audience.
3. Stories about successful brands, companies, or organizations, like the tale of how DryBath helped regions with water shortages, as presented by Ludwick Marshane in a TED talk, entertain and educate your audience, enriching your presentation with pathos.