The Triangle in Action: How I Landed a $40,000 Project Using Rhetoric
Every founder has a moment when everything shifts—when a decision, a conversation, or a single opportunity becomes the turning point that elevates their trajectory. For me, that moment came early in my career, long before I understood rhetoric, persuasion frameworks, or the mechanics of communication as deeply as I do now.
The surprising part?
I didn’t close that $40,000 project because of perfect gear, fancy visuals, or an impressive portfolio.
I closed it because—without realizing it—I used the three appeals of the Rhetorical Triangle.
I used logos, pathos, and ethos in a natural and authentic way.
And when I look back today, the lesson is clear:
Opportunities of that size rarely come from skill alone.
They come from persuasion.
This blog will break down exactly what happened, why it worked, and how you can use the same structure to land clients, investors, backers, and partners—even if you feel early in your journey.
The Backstory: How the Opportunity Appeared
The project came from a brand that needed a high-stakes video campaign. They weren’t looking for someone who could just shoot and edit—they were looking for someone who could help them communicate their message clearly and persuasively.
I didn’t fully understand that at the time. I thought they wanted “better visuals.”
But what they actually wanted was:
clarity
confidence
structure
storytelling
direction
someone who could handle the emotional weight of a big project
In other words:
They were looking for persuasion, not production.
The First Meeting: Where Ethos Established the Foundation
Before any technical talk, before any pricing, before any strategy, the first meeting was about connection.
1. I listened before I spoke.
Most founders try to prove themselves right away.
I did the opposite.
I asked:
“What are you trying to accomplish with this project?”
“What worries you the most?”
“What has worked before—and what hasn’t?”
“What would success look like by the end of this?”
Listening is one of the strongest forms of ethos.
It signals:
humility
confidence
safety
respect
Ethos isn’t about qualifications—it’s about presence.
And presence is felt faster than it’s understood:
people form impressions within 1/10th of a second (Princeton University research).
2. I shared my story, not my résumé.
When they asked about my experience, I didn’t list achievements.
I told them:
how I got into filmmaking
what I cared about
what I believed great video should do
what drove me
why I loved the craft
Ethos is built when your personal truth aligns with your professional capability.
It’s authenticity, not performance.
By the end of the first meeting, they didn’t just see someone who could “do the project”—
they saw someone who understood them.
That’s ethos.
The Discovery Phase: Pathos Built the Emotional Connection
Clients are not persuaded by facts alone.
They are persuaded by recognition—the moment they feel you truly see their pain, their stakes, and their desired transformation.
1. I reflected their frustrations back to them.
When they described previous challenges—miscommunication, disorganization, unclear storytelling—I didn’t brush past it. I validated it.
“You’re right. A confusing video doesn’t just waste money—it weakens trust. And trust is hard to rebuild.”
When someone feels seen, they feel understood.
And emotional understanding is persuasive.
2. I painted a picture of the outcome.
Pathos requires emotion—but the right emotion.
I didn’t use hype.
I used clarity.
I showed them what their audience would feel after the project:
confidence
excitement
trust
relevance
connection
Pathos is not about intensity—it’s about resonance.
By the time I finished describing the future state, the project didn’t feel optional to them.
It felt necessary.
Emotion creates momentum.
The Strategy Phase: Logos Created Logical Safety
Once they felt understood and emotionally aligned, the final step was clarity.
Clarity eliminates fear.
Clarity reduces risk.
Clarity creates logical justification.
1. I broke the project down into simple steps.
Not technical details.
Not complexity.
Not overwhelming jargon.
Just structure:
discovery
scripting
pre-production
production
editing
revisions
delivery
A 6–7 step structure is persuasive because it makes the process feel achievable.
2. I explained the “why” behind the creative direction.
I didn’t say:
“We should do this shot.”
“We should try this edit.”
I said:
“This angle shows vulnerability.”
“This moment builds trust.”
“This visual makes the message clearer.”
“This pacing holds attention.”
Logos works when your reasoning is tethered to what matters to the audience.
3. I tied every decision back to their goals.
“This structural choice increases clarity.”
“This sequence builds emotional connection.”
“This messaging strengthens your credibility.”
When your logic supports your client’s desires, persuasion deepens.
This is logos: the intellectual backbone of the message.
The Proposal: The Final Persuasive Moment
When it was time to show the proposal, I didn’t:
justify the price
argue for value
try to persuade aggressively
Instead, I simply connected the three appeals:
Logos:
The project had clear steps, clear scope, and clear deliverables.
Pathos:
The project aligned with their emotional needs—trust, relief, confidence, impact.
Ethos:
The client already trusted me because of role clarity, communication, and presence.
At this point, the proposal was not a negotiation.
It was a confirmation.
They didn’t say:
“Why is the price so high?”
They said:
“How soon can we start?”
That’s the power of persuasion built intentionally.
Why This Worked — The Rhetorical Triangle in Real Time
Looking back, the reason the project closed wasn’t luck.
It wasn’t talent.
It wasn’t visuals.
It was structure.
1. Ethos made them feel safe.
I listened.
I showed understanding.
I communicated calmly.
2. Pathos made them feel understood.
I reflected their frustrations.
I illustrated the transformation.
I helped them imagine the future.
3. Logos made them feel clear.
I broke down the plan.
I explained the reasoning.
I connected decisions to their goals.
When a founder hits all three, persuasion becomes effortless.
The client doesn’t feel sold.
They feel supported.
Why Most Founders Never Land Projects Like This
Most founders focus on the wrong elements:
too much technical detail
too little emotional insight
no structure
overselling
overexplaining
talking too fast
not listening enough
They try to convince through information.
But no one converts because of information alone.
People convert when:
they understand (logos)
they feel connected (pathos)
they trust you (ethos)
This isn’t theory—it’s neuroscience.
And it’s why persuasion is a skill every founder must master.
How You Can Apply This to Your Next Big Opportunity
Here’s how you replicate the same persuasive structure:
1. Lead with ethos.
Build trust first.
Let your presence do the work.
2. Activate pathos.
Speak to emotions.
Show empathy.
Address real frustrations.
3. Ground it in logos.
Offer clarity.
Offer structure.
Offer reasoning.
4. Let the proposal confirm, not convince.
When the triangle is strong, the offer sells itself.
5. Treat persuasion as a service.
Your role is not to “sell.”
Your role is to help someone make the best possible decision.
The Real Lesson: Rhetoric Isn’t Academic — It’s Practical
When I landed that $40,000 project, I didn’t know what the Rhetorical Triangle was.
But I used it instinctively.
What I’ve learned since is simple:
Founders who master rhetoric don’t hope for opportunities—they create them.
Because persuasion is not about manipulation.
It’s about clarity, connection, and credibility.
It’s about helping people see what you see.
And when you can do that powerfully, clients don’t just hire you—they believe in you.