Logos, not logos: The Logical Brain

October 22, 2021  •  Leave a Comment

Next up in our overview of Aristotle: in addition to appealing to your Pathos clients and your Ethos audience, there are also Logos - logical/technical - buyers. These are the folks who want to know “all the things” about your products or services. Let’s get them some answers!

In your marketing, be sure to list the features of your business and show how your client benefits. As a super-quick example, I take flattering branding photographs of you doing your job, working with your clients… and you benefit from having custom images to use in your posts about your features that show how you benefit them!

Show and define your planning process and set their expectations about working with you. For the public, I provide an introduction on my website and in pamphlet form (also available as a pdf) that shares an overview of what I do and how. For my clients, I provide a guide to help them prepare for their session that also speaks to the process. I’ve shared detailed branding photography info on my website and in a special guide for those audiences.

Are there technical aspects that need to be tied in? Do people want to know about the equipment you use (Canon, Lightroom…) or how you use it? Show them!

Show your authority and knowledge of your job, your industry, and their needs! I try to do this with blog posts like these. Want to know more about industries I’m familiar with? Connect with me on LinkedIn and ask about my work with restaurateurs, human services nonprofits, wedding industry professionals (from event planners to calligraphers), realtors, and more! Are you working in an industry I haven’t worked in? I’d love to learn more about it!


Ready for some great photographs? Let’s get to know each other over coffee (or smoothies… or milkshakes…) and talk about celebrating your life’s true beauty in images you love. You can reach me at [email protected] or (434) 226-0365 and let me know when and where you'd like to meet!

My Promise: Together, we will create amazing photos you’ll want to share. How do you want to be photographed?


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