: Cite reliable, peer-reviewed sources or reputable brands to bolster your own claims.
: Mastering Ethos: Why Your Credibility is Your Most Powerful Argument : Cite reliable, peer-reviewed sources or reputable brands
: Modern experts often simplify ethos into Competence (knowing your stuff), Character (being a good person), and Caring (having the audience's best interest at heart). How to Build It : : Cite reliable