Tip 18: Use Rhetorical Appeals

Many organizations still operate without a formal quality management system (QMS), possibly leading to inconsistent performance outcomes and learner dissatisfaction. Implementing a QMS can seem daunting, especially for companies that haven't yet experienced its benefits firsthand. Yet, with the right approach and understanding, the transition can be both smooth and immensely rewarding.

The four rhetorical appeals—ethos, pathos, logos, and kairos—can be used to persuade stakeholders of the significant advantages of developing and adopting a QMS. Through a blend of credibility, emotional connection, logical reasoning, and timeliness, appeals can inspire and motivate teams to embrace a quality management system, ultimately leading to enhanced training effectiveness and organizational success.

Ethos

Ethos in storytelling is about establishing the storyteller's credibility. When a storyteller demonstrates their expertise, experience, and moral integrity, the audience is more likely to trust and believe in the narrative. For instance, a personal story shared by a seasoned professional in a field can carry more weight because of their established authority and reliability.

But what if you have no experience developing or working with a quality management system? It's still possible to establish credibility without direct experience. Imagine Sarah, an experienced instructional designer, addressing her team. "While we haven't implemented a QMS ourselves yet, I've spent considerable time researching and speaking with industry experts who have successfully integrated quality management systems into their processes. The consistent feedback from these professionals highlights the transformative impact of a QMS on their training programs. They report increased learner satisfaction and improved course completion rates. Our collective experience in instructional design and commitment to quality puts us in an excellent position to adopt these best practices and see similar benefits."

Pathos

Pathos is the emotional appeal in storytelling. It involves tapping into the audience's emotions to create a connection and elicit a response. This can be achieved through vivid imagery, relatable characters, and compelling narratives that evoke feelings such as joy, sorrow, fear, or inspiration. For example, a story about overcoming adversity can stir feelings of empathy and hope, making the audience more invested in the outcome.

In this example, Sarah will provide insight from a colleague to support her argument. She continues, "Let me share a story from one of my peers in the industry, Laura. She works for a company similar to ours and initially faced many of the same challenges we do—disjointed courses and inconsistent learner feedback. After implementing a QMS, Laura noticed a significant change. One of her learners, Emily, was struggling to complete the courses but found the newly structured and coherent training incredibly helpful. Emily sent a heartfelt message to Laura, expressing how the improved training boosted her confidence and performance at work. Although we haven't experienced this transformation firsthand, knowing that our efforts could profoundly impact our learners, like Emily, is incredibly motivating."

Logos

Logos in storytelling refers to the logical structure and reasoning within the narrative. A well-crafted story uses clear, rational arguments and evidence to support its themes and messages. This might include factual details, logical sequences of events, or well-founded conclusions that make the story believable and convincing. For instance, a story that includes data or factual references can enhance its persuasiveness by appealing to the audience's rational side.

Logical appeal relies on clear, rational arguments supported by evidence. Sarah presents her case with data, "Research shows that companies with formalized quality processes achieve significantly better results. According to the Association for Measurement in Learning, these companies see 24% higher profit margins compared to those without a QMS. When we finally implemented a QMS at my previous company, our productivity increased, errors decreased, and we delivered more effective training solutions. The evidence is clear: a QMS is not just beneficial; it's crucial for achieving our goals and maintaining high standards in our training programs."

Kairos

Kairos is the appeal to timeliness in storytelling. It involves telling the right story at the right moment, considering the context and current relevance. A story that resonates with the audience's present concerns or aligns with contemporary issues can be particularly powerful. For example, sharing a story about resilience and adaptation during a time of crisis can be more impactful because it speaks directly to the audience's immediate experiences and emotions.

Emphasizing timeliness and relevance makes the argument more compelling. Sarah wraps up her story, "Right now, we're at a critical juncture. The demand for high-quality training is higher than ever, and our learners expect the best from us. We've been receiving feedback that highlights the need for consistency in our programs. By acting now and implementing a QMS, we can address these needs head-on and position ourselves as leaders in the L&D field. This is our chance to make a significant impact and ensure our programs are recognized for their excellence. The time to act is now."

By integrating ethos, pathos, logos, and kairos into her storytelling, Sarah effectively persuades her team of the significant benefits that a quality management system can bring, encouraging them to take the necessary steps to implement one.

Upcoming Events

Book release: Quality Management in Learning and Development, June 25

Instructional Design Professionals Conference, Keynote, Online, July 16-17

55th Federally Employed Women National Training Program, The Power of Personal Narratives in Leadership Development, Chicago, August 8:30 am CT (+ Virtual session at 10:30 am CT)

Chicago eLearning & Technology Showcase, Naperville, IL, August 20

Training Magazine's TechLearn 2024 Conference, Austin, TX, September 17-19

• Pre-conference Workshop: Elearning Design Certificate Program, September 16-17
• Concurrent Session: Quality by Design: Integrating Quality Management into L&D (Wednesday, Sept 18, 11:15 CT)

Devlearn, Las Vegas, NV, November 6-8

• Pre-conference Workshop: P09: Persuasive Engagement: Crafting Compelling eLearning, November 5
• Concurrent Session: The Art of the Serial: Deploy Serialized Storytelling in eLearning (Wednesday, November 6, 10:45 am)