What is ethos? Joe Carter and John Coleman in their book, How to Argue Like Jesus: Learning Persuasion From History’s Greatest Communicator write,
Ethos is the persuasive appeal of one’s character, and especially how this character is established by means of the speech or discourse. To put it more simply, ethos is argument by character. Against the views of some of his contemporaries, Aristotle believed that personal goodness contributed heavily to a rhetor’s overall persuasive ability. Indeed, Aristotle argued, ‘character is most so to speak, the controlling factor in persuasion.’
Pastor, your public life and private life need to be commensurate with one another so that your life commends the word you preach.