1) Ethos creates a quick and sometimes almost irresistible connections between audience and arguments.
2) Send signals about character and reliability.
3) Arguments on character depend on trust.
4) three main elements: trustworthiness, authority, unselfishness
5) Connecting your own beliefs to an argument that are well established and widely respected.
6) Use language others will understand.
7) Details matter: graphs, table, charts
8) Be able to answer any type of questions