it beats telling me – any day – 6 recommendations Anyone who has children knows the limited effectiveness of telling them to do things. Like children, consumers respond better to persuasion than simply being told they should do something. Further, awareness, by itself, is of limited value. We all know of things that we are […]

it beats telling me – any day – 6 recommendations Anyone who has children knows the limited effectiveness of telling them to do things. Like children, consumers respond better to persuasion than simply being told they should do something. Further, awareness, by itself, is of limited value. We all know of things that we are not persuaded to buy. So, how do we persuade? I recommend as follows. focus on perception The truth is important, but it will never influence purchase behaviour as much as perception. Truth, or the reality, is just one of the things that impacts on perception, and every purchase is made on the basis of perception. Voting behaviour is a great example of this. Few of us know enough to make all, if any, of our perceptions on the basis of truth or reality. Very few purchasers of mobile phones actually know the difference between a…