Ethos

If you want to sound more credible, once you begin speaking, speak slowly.

People who speak fast are usually very excited about what they are talking about. It could also mean you know your subject. Speaking slowly, however, gives you more credibility.

Effective writing is not about grammar, punctuation, and spelling. It is about hitting your mark.

• Effective writing is clear and has only one interpretation.
• Effective writing is credible. Your reader will only believe you if you know what you're talking about....

You will establish better credibility if your personality shines through, and your audience will trust what you have to say if they can see you as a real person.