Persuasive speaking has always been among the most challenging of rhetorical exercises. It’s really difficult to convince an audience to believe something or to take a particular action.

Why else do you think speakers were getting tips on this task as far back as the fourth century B.C.?
That’s when Aristotle himself wrote Rhetoric, a treatise that outlines the foundational tenets of persuasive speech. The famed Greek philosopher focused on three ways an orator can appeal to an audience: ethos, pathos and logos.

In short,
ethos emphasizes the speaker’s credibility,
pathos appeals to emotion and
logos refers to reasoning—specifically, the structure and content of an argument.

More information:
https://www.toastmasters.org/magazine/magazine-issues/2019/apr/how-to-persuade-others