Anders has also made video training available, if that is more to your liking: https://www.udemy.com/designing-engaging-user-experiences/
Anders also made an article for Smashing Magazine:
COMMUNICATING EFFICIENTLY: ARISTOTLE’S THREE PERSUASIVE APPEALS LINK
Aristotle’s thoughts on effective communication are over 2,000 years old, but they’re still regarded as the basis of rhetoric today. His theories on public speaking are easily applied to digital user experiences.
Some of his basic heuristics (rules of thumb) are his three persuasive appeals: how we must consider at least three different aspects of an argument to persuade our audience.
Aristotle’s three appeals were:
Logos: appealing to logic
Appealing to logos is typically done by using facts and statistics, quotations from experts, and informed opinions.
Pathos: appealing to emotion
Appealing to pathos is typically done by using emotional outbursts, stories about emotional events, or using picturesque and vivid language.
Ethos: appealing to ethics, morals and character
Appealing to ethos is typically done by showing practical knowledge, showing moral character (areté), or showing good intentions and goodwill.
When introducing your product, consider covering all three persuasive appeals. Are you using convincing facts, telling exciting stories about how you have helped others, and are you showing off your track record? Let’s examine how the three persuasive appeals can help you improve your user experience.