Pathos is emotion. A true story about one person often moves people more than a chart.
Pathos is the second tool: move the listener's feelings. Aristotle thought emotion changes how people judge, so a good speaker stirs the right feeling.
Every 'Don't Mess with Texas' ad that made you feel bad about littering.
Tell one customer's story: the veteran who landed his first interview in three weeks. That's pathos.
Practice it in Skepsis