The art of persuasion
05 March, 2012
Why do I need persuasion?
Remember the heady days when advertisers could sell people something they didn’t know they wanted just by shouting at them?
Consumers are much more savvy these days. They no longer blindly obey. They won’t sit, beg or do anything else we tell them.
But they can be persuaded.
Persuasion – what is it exactly?
In a nutshell, it’s getting people to do what you want, when you want, without force.
(So no blinding lights and blunt instruments – if that’s what you were thinking.)
Ok, I want to persuade. Where do I start?
As any artist knows, you need a palette before you can paint. Likewise, you need a few skills up your sleeve before you begin, including:
An understanding of who you are trying to persuade.
Negotiation skills. After all, persuasion is a two-way thing.
Commitment. The more effort you put into a relationship with the other person, the easier it is to persuade them.
Patience. You need lots and lots of patience.
I’m armed. I’m ready. What next?
Just follow these four steps.
Set your goal.
Our goal will help define your audience.
Define your audience.
Our goal and your audience will help define your message.
Craft your message.
Our goal, your audience and your message will help define your channels.
Choose your channels.
Got it. Any tips on crafting my message?
Remember consumers are people too, so you need to tap in to the traits we all share as human beings. Which traits you appeal to depend upon your goal.
We use the magnet to guide us.
Life is about give and take.We like doing things for others and (having our favours returned).
We trust expert opinion.
We listen to peer recommendations.
We like to be liked. We fall in with the crowd. We like to cooperate. And we like compliments.
We like familiarity, we commit to routine.
We value rare things. Limited editions, while stocks last, we buy into that stuff.
We like to associate with popular people and trends. We’re habitual crowd-followers.
So practice makes perfect?
Yep. Much as we all might like to master the art of persuasion in 140 characters or less, or download the latest persuasion app, it isn’t quite that simple.
Of course, you could spend years sitting on top of a mountain awaiting enlightenment on the subject.
Or you could call Matt at dialogue on 0207 470 5821.