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RHETORICAL TRIANGLE
ETHOS – SPEAKER Credibility,
authority, qualifications,
appearance, eloquence
LOGOS – MESSAGE
Information, reason, logic,
features, description, statistics
PATHOS – AUDIENCE
Emotions, desires, justice,
fairness, beliefs, amusement
INNOVATORS
Independent thinkers. Derive pleasure in trying new things, pursue new ideas and
technology, seek out new ideas, products, and movements.
EARLY ADOPTERS
BUY INTO IDEAS EARLY
TEND TO BE LEADERS
TEND TO BE YOUNGER
SEE BENEFITS
RELY ON INTUITION
VISIONARY
WILL TAKE A RISK ON
DEVELOPING IDEAS
EARLY MAJORITY
WEIGH THE PROS AND CONS
PRACTICAL
REQUIRE REFERENCES
SEEK PROOF
LIKE COMPLETE PACKAGES
LATE MAJORITY
BUY WHEN THE PRICE COMES DOWN
TEND TO BE LOWER INCOME
TEND TO BE MORE SKEPTICAL
TEND TO BE OLDER
ADOPT SO THEY AREN’T LEFT BEHIND
WAIT FOR IDEA OR PRODUCT BE
BECOME THE STANDARD
LAGGARDS
RESIST CHANGE
ADOPT BECAUSE THERE IS NO
ALTERNATIVE
NOT INFLUENCED BY OTHERS
TEND TO BE SUSPICIOUS
INFLUENCED BY PRICE
CONNECTORSKnow lots of people
Link people to one another
Make introductions
Know who can help in different situations
Love networking and talking with people
Focus on the people, not the ideas or the sizzle
MAVENSInformation specialists
Spread ideas through word of mouth
Like to share information and knowledge
Provide specialized information, know about deals,
research new products and ideas
Read a lot and make connections between ideas
Focus on the idea
SALESPEOPLEPersuasive, charming, optimistic
Build trust and rapport quickly
Find common ground with others
See possibilities
Focus on the sale
Focus on the sizzle – what makes something “cool.”
YOU KNOW MORE PEOPLE THAN YOU THINK
ME
Family
Friends
Activities Social
Media
WorkService
Providers
Neighbors
Chances are
you know
connectors,
mavens,
and
salespeople
Chances are
you have
traits of at
least one of
these types.
SETH GODIN