Aristotle's 3 means of persuasion:
1.
Logos: does the message make sense from the audience's point of view?
2.
Ethos: what is the reputation / credibility / trustworthiness of the person delivering the message? Does s/he have authority (confidence in the message, and a concise message)?
3.
Pathos: does the message establish an emotional connection (e.g. by way of stories)?
(See Conor Neill's Ted-Ed video
here.)
In other words, is the ethical message aligned in
head,
hand and
heart?