managing consumer behaviour – tip 7

The power of PERSUASION
I suspect no-one questions the important role that persuasion plays in marketing. Indeed, one could argue that marketing related communication is and should be the art of persuasion.

Despite this, I find that few people truly understand the art of persuasion. This is despite the fact that people have been writing about it since the time of Aristotle. Aristotle noted that persuasion involves three elements:
– Ethos – credibility
– Logo – Logic
– Pathos – emotions


Effective persuasion invariable involves establishing the ‘sellers’ credibility and communicating a message that is both logical and appealing to the emotions. Emotions are almost certainly most important.

More recently researchers have identified five short cuts to persuading people they are:
– Reciprocity
– Scarcity
– Authority
– Consistency
– Liking
– Consensus


People will be more readily persuaded to your argument or point of view is your create a social obligation, create a fear of loss, use an authority figure to make a recommendation, create an impression of similarity – complementarity – co-operation, or create a consensus environment.

If more than one of these can be addressed at the same time people can be persuaded faster.

There is a science to persuasion. Application of that science will save time and money.


This issue will be discussed in detail on THE D. JOHN CARLSON NETWORK –

John Carlson is a behavioural scientist, strategic planner and lateral thinker focusing on branding, marketing, communication, personal advancement, business development and behaviour management.

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