Chapter 6 said you should want your audience to be receptive . Receptive means willing to accept new ideas . According to Aristotle , people have to be able to trust your judgementas well as your essential goodness . Aristole's three essentials qualities of persuasive ethos are Virtue , the audience belives you share their vaules . Practical Wisdom , street smarts you appear to know the right thing to do on every occasion . Lastly selfness or disinterest , the audience's intrest seems to be your sole concern .