uneducated more effective than the educated when addressing popular audiences

The second is how to set these facts out in language.

For it is not enough to know what we ought to say; we must also say it as we ought; much help is thus afforded towards producing the right impression of a speech.

Chapter 7 (1408b) Appropriateness. An appropriate style will adapt itself to (1) the emotions of the hearers, (2) the character of the speaker, (3) the nature of the subject. Tact and judgement are needed in all varieties of oratory.

The orator must so speak as to make his hearers angry with his opponents.

it must adapt itself to an audience of untrained thinkers who cannot follow a long train of reasoning

Rhetoric falls into three divisions, determined by the three classes of listeners to speeches. For of the three elements in speech-making -- speaker, subject, and person addressed -- it is the last one, the hearer, that determines the speech's end and object. [1358b] The hearer must be either a judge, with a decision to make about things past or future, or an observer. A member of the assembly decides about future events, a juryman about past events: while those who merely decide on the orator's skill are observers. From this it follows that there are three divisions of oratory-(1) political, (2) forensic, and (3) the ceremonial oratory of display.

Appropriateness. An appropriate style will adapt itself to (1) the emotions of the hearers, (2) the character of the speaker, (3) the nature of the subject.

For of the three elements in speech-making -- speaker, subject, and person addressed -- it is the last one, the hearer, that determines the speech's end and object. [1358b] The hearer must be either a judge, with a decision to make about things past or future, or an observer. A member of the assembly decides about future events, a juryman about past events: while those who merely decide on the orator's skill are observers. From this it follows that there are three divisions of oratory-(1) political, (2) forensic, and (3) the ceremonial oratory of display.

it is the last one, the hearer, that determines the speech's end and object.

The duty of rhetoric is to deal with such matters as we deliberate upon without arts or systems to guide us, in the hearing of persons who cannot take in at a glance a complicated argument, or follow a long chain of reasoning.

(1) make his own character look right and (2) put his hearers, who are to decide, into the right frame of mind. As to his own character; he should make his audience feel that he possesses prudence, virtue, and goodwill.

ans and counsels them to be of one mind among themselves?

Do you mean that you will teach him to gain the ears of the multitude on any subject, and this not by instruction but by persuasion?