Rhetorical Appeals

Logos: Cost-​Benefit Analysis

Make logical arguments by systematically weighing costs against expected benefits.

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What & why

What it is
A logical framework that lays both the costs and the expected benefits of a decision side by side, ideally in comparable terms, so an audience can judge whether the gains outweigh what is given up. It accounts for upfront and ongoing costs against returns over time, often expressing the trade as a payback period or net figure. By making the comparison explicit rather than asserted, it lets listeners reach the favorable conclusion through arithmetic they can check.
Why it works

Cost-benefit framing makes choices feel rational and tractable. Laying out clear costs alongside clear benefits can reduce the effort of weighing a complex decision, giving listeners a defensible, structured framework that tends to make the trade-offs easier to evaluate and act on.

Before & after

Before

“This will be worth the investment.”

After

“Implementation costs $100K upfront plus $20K annually, but saves $200K yearly in manual processing, paying for itself in 7 months.”

When you’ll use it

Justifying a software purchase by comparing implementation costs against productivity gains

Presenting a hiring decision by weighing salary costs against expected revenue contribution

Proposing office relocation by analyzing moving expenses versus long-term rent savings

Recommending process changes by showing current inefficiency costs versus improvement investment

Pro tip

Present concrete numbers for both costs and benefits with timeframes.

Questions & answers

What is cost-benefit analysis in business presentations?

Cost-benefit analysis systematically compares the costs of a proposed action against its expected benefits, using logical evaluation to determine whether benefits justify expenses. It provides rational framework for business decision-making.

How do I present cost-benefit analysis effectively?

Include all relevant costs and benefits, use consistent timeframes, quantify when possible, acknowledge uncertainties, consider both direct and indirect effects, and present information clearly with appropriate visual aids.

What factors should I include in business cost-benefit analysis?

Include direct costs, indirect costs, opportunity costs, implementation costs, training costs, expected benefits, risk factors, timeline considerations, and both quantifiable and qualitative factors that impact business success.

Learn more

Stanford Encyclopedia of Philosophy - Aristotle's Rhetoric
Purdue OWL - Using Rhetorical Strategies for Persuasion
Wikipedia - Cost-benefit analysis

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