There are speakers who have a great charisma and fantastic presentation skills (i.e. ethos and pathos), but what they are actually saying (logos) makes little sense. Sadly, this sometimes seems to be the case with politicians. In order to be considered trustworthy, what you are actually saying has to add up.
We love well formulated, carefully ordered and exquisitely selected words, but what we usually remember, are emotions – how a speech or a performance made us feel. If you can make them feel, you will make them care. And you will make them remember.