How To Use Logos To Make Backers Say: “This Makes Sense.”
Clarity is one of the most underestimated drivers of conversion. When someone hears or watches your message, their brain automatically searches for logic. They are asking themselves whether the message makes sense, whether your claims are reasonable, and whether the product is grounded in reality. If these questions are not answered quickly, the viewer becomes uncertain — and uncertainty kills action.
This is where logos becomes essential. Logos is the appeal to logic. It forms the intellectual backbone of your message. And without it, persuasion simply cannot occur.
Logos is not about information overload. It is about structure. It is about guiding your audience through a line of reasoning that feels natural and trustworthy. When logos is strong, the viewer says, This makes sense. I understand exactly why this matters.
Why Logos Matters More Than You Think
Many founders underestimate the importance of factual clarity. They assume emotional storytelling or credibility alone will carry the message. But humans are logical beings by design. Even though emotion drives decisions, 70% of viewers will stop watching a video if the message is unclear (Vidyard). Confusion breaks the persuasion process instantly.
Even emotionally compelling videos collapse without logical grounding. If your viewer cannot understand the reasoning behind your product, a few things happen:
They cannot imagine how it fits into their life.
They cannot justify the purchase.
They cannot explain the value to someone else.
This is why so many promising products fail. They communicate with passion but not with clarity.
When logos is strong, the viewer’s brain relaxes into understanding. The message becomes accessible instead of overwhelming. The value becomes obvious instead of hidden.
The Core Purpose of Logos
Logos helps your audience understand three essential things:
1. What the problem is.
2. Why the problem matters.
3. How your product solves the problem in a practical, believable way.
These three elements create the foundation of logical persuasion. If one is missing, your message feels incomplete.
What the Problem Is
Every persuasive message begins with a clear articulation of the problem. But many founders describe the problem too vaguely. They say things like “people struggle with staying organized” or “customers want convenience.”
These phrases are too broad — and broad messages don’t convert.
Your viewer needs specificity. Describe the exact moment when the problem occurs. Use concrete language. Bring the viewer into a real-world scenario. Remember: clarity increases retention, and people only remember what makes sense to them (Stanford).
Why the Problem Matters
Logic is strengthened when you articulate the stakes. Why does this problem create stress? What time, money, or emotional cost does it generate? What happens if it remains unsolved?
When you explain consequences, your audience sees necessity — not novelty.
This is especially important because consumers are overwhelmed and skeptical:
55% spend less than 15 seconds on content (Chartbeat).
64% don’t trust businesses to tell the truth (Edelman).
Logical clarity is your antidote to doubt.
How Your Product Solves the Problem
This is where clarity becomes essential. Describe how your product works. Use a simple, step-by-step explanation. Remove unnecessary terminology.
Your goal is not to demonstrate intelligence. Your goal is to demonstrate understanding.
A viewer who understands your reasoning experiences cognitive ease — and cognitive ease leads to action. Clarity literally reduces perceived risk.
How To Apply Logos In Your Video Script
When writing a pitch or marketing video, use a logical sequence your viewer can follow effortlessly:
Step One: Present a real scenario.
Describe a moment your audience instantly recognizes. Familiarity activates attention.
Step Two: Explain the cost.
Clarify why the situation is stressful, inconvenient, or ineffective. Ground the emotion in logic.
Step Three: Introduce the solution.
Present your product as the direct answer to the problem.
Step Four: Demonstrate how it works.
Use clear, simple language. Show steps, not features.
Step Five: Connect the logic to an outcome.
Explain the improvement your viewer experiences once the solution is in place.
This structure is easy to follow — and extremely persuasive.
How Founders Accidentally Weaken Logos
There are several common mistakes founders make that weaken their logical appeal:
Talking in abstractions instead of specifics
Using technical language that confuses the viewer
Overloading the message with too many points
Failing to connect the problem and solution clearly
These errors break the logical flow of the message. The audience stops following. They feel lost, overwhelmed, or unconvinced.
Your goal isn’t to show everything your product can do. Your goal is to show the few things that matter most.
Evidence and Proof Inside Logos
Logos becomes even more powerful when you include proof. This does not mean heavy data or complex research. Proof can be simple:
A customer observation
A pattern you’ve seen repeatedly
A comparison that highlights your advantage
A small, meaningful piece of evidence
Even small proof points increase trust. And trust matters — 81% of consumers say they must trust a brand before buying (Edelman). Logical proof builds that trust brick by brick.
Logos and Memory
People remember what makes sense to them. When your message is structured logically:
The viewer can repeat it
They can explain it to someone else
They can justify the decision internally
A message that can be repeated is a message that can be believed.
This matters even more because people form impressions within 1/10th of a second (Princeton). Your clarity must be immediate.
Why Logos Is Essential in Crowdfunding
Crowdfunding backers rely heavily on logic. Unlike traditional buyers, they don’t receive the product immediately. They must trust:
the idea
the execution
the founder
If your logical explanation is weak or vague, backers hesitate. They worry about risk. They doubt feasibility. They question whether the solution is realistic.
A clear logical structure gives them confidence to support the project — despite the wait.
Building Strong Logos as a Founder
To strengthen logos, you must consistently:
1. Understand your audience’s real experience.
2. Simplify your explanation.
3. Connect your logic to an outcome they value.
These three steps form the backbone of persuasive video.
What Comes Next
Now that you understand logos, the next blog will teach you how to master pathos. You’ll learn how to create emotional resonance that makes your viewer feel the importance of your message.