As Heinrichs has shown in previous chapters, there is a proper time at which to unleash a certain argument; as a general rule, it’s better to leave pathetic arguments for the end of a speech. Cicero placed
logos at the center of his speeches, suggesting that he believed
logos to be the most important, “meatiest” part of an oration. Nevertheless, Cicero recognized the importance of
ethos and
pathos, too—for this reason, he encouraged speakers to begin by stressing their good character.