Being persuasive is important in any facet of life. Everyone has to “sell” something every day. This means selling why you should be selected for that promotion, why your kid should listen to you, or why you should go eat somewhere over another suggested place. This applies to clinical research whether you are a coordinator talking to a patient, principal investigator negotiating a contract, or a clinical research associate trying to become a clinical trial manager. This is why I want to cover the three components of persuasion according to Aristotle (Ethos, Pathos, and Logos.)