In chapter 11, "What I heard in the apple barrel," Jim is hiding in the barrel when he overhears Long John Silver recruiting the crew to mutiny and become his "pirates." Silver first uses flattery, telling the sailors how brave and intelligent they are, implying they are smart to come over to his side. He also offers them far more money then they will earn honestly as crew on the voyage. He brags about his know-how as well, setting himself up as a person of authority. When the men ask when they can mutiny, as some are tired of waiting, Silver shifts to fear tactics, saying they should rely on Captain Smollett's navigation skills for as long as possible so as not to get themselves into trouble from not knowing fully how to handle the ship. He insists harshly that they wait for his word on when to rise up.
Finally, he ends with "Here's to ourselves ... plenty of prizes and plenty of duff." This suggests that self-interest and money are the main lures Silver holds out to the men.
In sum, Silver uses the classic pillars of argument—logos, pathos, and ethos—to persuade the sailors. Logos is a logical argument: Silver offers the men concrete rewards in terms of money. Pathos is emotional argument: Silver strokes the sailors' egos to get them to join with him and then uses fear to keep them under his control. Ethos is credibility or authority: Silver tells stories of his past that set him up as knowledgeable and the right person to be in charge.