"I am a salesman." - Chuck Daly
Coaches sell every day. We're looking to find willing buyers, true believers in our product. We need all the tools at our disposal...to master the psychology of persuasion. We can't control the whole narrative, but we can represent ourselves differently.
Aristotle described three forms of persuasion - ETHOS, LOGOS, and PATHOS.
We use all to sell our program.
Ethos informs our credibility. In medicine, there was an expression that an expert is "anyone more than fifty miles away from home with a carousel of slides." Of course, now that means PowerPoint presentations and slick videos. Maybe we're holding up a trophy, an award, or better still a testimonial from players about respect and fairness.
Logos describes using ration and facts to support our argument. That might include our resume' and the use of data and evidence to make our point. That doesn't mean that someone won't mislead, misrepresent, or spin the facts. "You've proven that you're an excellent ballhandler and defender and you can contribute a lot to our team." Of course, the coach might conveniently omit that she has a four-star recruit ahead of you and she's targeting you for a backup role.
Pathos targets emotional appeal. Young people need mentors. A culturally relevant mentor might appeal to them. We can help them design and build their dreams. Our enthusiasm and positivity can convince them to become part of something 'special'.
With your experience, your authenticity, and your connection with people, sell something great but always be prepared to deliver.
