The latest issue of Forbes magazine contains an article by Carmine Gallo, the communication coach. His subject is the TED talk given by human rights lawyer Bryan Stevenson, who received the longest ever standing ovation in the history of the globally famous TED conference after his March 2012 speech entitled, “We need to talk about an injustice”.
He goes on to say that Stevenson has what Aristotle called “pathos.” Aristotle believed that persuasion occurs when three components are represented: ethos, logos, and pathos.

• Ethos is credibility. We tend to agree with people whom we respect for their achievements, title, experience, etc. 
  
• Logos is the means of persuasion through logic, data, and statistics. 
  
• Pathos is the act of appealing to emotions.

Bryan Stevenson’s 17 minute presentation contained 4,057 words and Carmine Gallo went on to analyse them and assign them into each of the above-mentioned three categories. If Stevenson talked about his work in prisons, they were counted in the category Ethos; if he presented statistics, those sentences were added to the category Logos; and if Stevenson told a story, they were placed under Pathos.
The results... Ethos made up 10% of Stevenson’s content and Logos only 25%. But Pathos made up a full 65% of Stevenson’s talk.

• Ethos 10%
  
• Logos 25%
  
• Pathos 65%

To “persuade” is defined as the ability to influence someone to act by appealing to reason. Yet remarkably, Stevenson’s talk has been voted one of the most “persuasive” on TED.com, presumably due to the emotional impact of his stories. In fact, his talk would have failed to have that influence if he had tried to persuade using data and facts alone. As if to prove his success, in addition to receiving that standing ovation, the audience assembled in the auditorium that day donated $1 million to Stevenson’s non-profit organization, the equivalent of $55,000 per minute that he spoke.
Why don’t you consider giving stories a starring role in your next presentation, especially if your aim is to persuade others to act based on what you are presenting. Drop some of the hard facts, choosing only the most convincing ones that will also be readily understood by your audience.http://www.forbes.com/sites/carminegallo/2014/03/07/public-speaking-payoff-the-presentation-worth-55000-a-minute/
http://www.ted.com/talks/bryan_stevenson_we_need_to_talk_about_an_injustice

Now this is one incredible event that I'd like to be attending; the USA's National Storytelling Festival taking place in Jonesborough, Tennessee  this weekend of October 4th 2013. 

But sadly, I'm on the other side of the ocean so I'll just have to read about 'the stories'. It features a Story Slam and an Exchange Place for up-and-coming talent, together with both family and mature-themed readings.

What better place to watch the crowds and see which stories 'stick', which make them laugh and which make them cry. What better place to learn about communication and the power of the spoken (and written) word!
More at:http://www.storytellingcenter.net/festival/