Rhetoric, at its most basic, is simply a tool of persuasion that manifests through the careful use of language. With the right strategy and a skilled execution, almost any concept or event can be spun to reflect any sentiment you desire. What this means is, as a company you have the power to turn anything into a positive. One of the best ways to execute this is to present yourself as an underdog, garnering sympathy and resonance through the power of pathos.
Selective Details
First, don’t say everything. You want to have a reputation as a truthful company, so never lie about anything—but when you present a story or an item for consideration, leave out details that don’t work in your favor. A perfect example of this is losing in a two car race; declaring you took second place is an honest answer, but sound much more impressive than coming in last.
Juxtaposition
The power of building yourself as an underdog prominently comes from juxtaposition. Compare yourself to competitors as much as possible. Your customers have a choice in who they do business with, so constantly remind them of the landscape. Spin yourself as competing with bigger companies. This makes you look bigger than you actually are but simultaneously illustrates you as a representative of the “little guy,” and people love working with the “little guy” more than a big, faceless corporation.
Direct Engagement
Direct engagement is another common strategy in illustrating yourself as an underdog. Talk to your customers directly whenever possible, and always make sure you showcase your company as being on their level. People like to work with companies that are personal and approachable. Make sure you highlight that quality of yourself.
