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 […]

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…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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