THE ART OF PERSUASIONTHE ART OF PERSUASION

A PROMISE KEPT

A brand isn’t a logo or a strapline. And it’s not who you say you are. It’s who

your target thinks you are. It’s the relationship you have with your target market.

A good brand is a promise, a great brand is a promise kept.

THE ART AT THE HEART

Facts are surprisingly bad at persuading people. We make purchasing

decisions emotionally. We may post-rationalise but it is only emotion that

leads to action. And that’s where the art comes in. Creativity is the art at

the heart of persuasion.

ATTENTION SEEKING BEHAVIOUR

You can say everything you want in an ad but if people aren’t paying

attention, you are wasting your money. As the great adman David Ogilvy

once said “People don’t read ads. They read what interests them, and

sometimes that happens to be an ad.”

LOSS BEATS GAIN

We are more persuaded by what we’ll lose than by what we’ll gain. That’s

because our emotional reaction to loss is twice as intense as our joy in gain.

Don’t be afraid to go there.

SHOW THE PROBLEM TO SELL THE SOLUTION

We make purchases to answer a need. Don’t expect your target audience to know

what their need is, sometimes you have to show them. And once you show the

problem, the solution becomes easier to sell.

THE MESSENGER MATTERS

A recommendation from a friend is 80% more likely to convince people to buy than a

direct message from the advertiser. Effective campaigns provide content that people

are happy to share.

BE SINGLEMINDED

It’s the old tennis ball analogy. If you throw someone one ball they

will catch one ball. If you throw them five balls, they will catch none.

Effective communication works in much the same way.

WORDS MATTER

The ancient Greeks used to employ sophists, today we use copywriters. The words

you use determine whether your message is heard through a sympathetic lens, which

in turn will determine how effective the message is.

BUT A PICTURE REALLY DOES TELL A THOUSAND WORDS

The beautiful old long copy ads of the 1950’s were long ago replaced

by ads that were almost entirely pictorial. That’s because images work

differently than words. They circumvent consumers’ critical thought,

registering before you’ve had time to analyse them so they become truth

in your head, even if they’re not.

TIMING IS KEY

We are more receptive at certain times of the day. The persuasiveness of any

message is hugely dependent on when it is heard. Whether it is a tv ad or a

social media post, timing matters.

So if you want to persuade people to buy your product, support your cause,

make a donation, or work more effectively in your organisation, now is a

really good time to call us.

www.campaignedge.com.au02 8332 5932

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www.campaignedge.com.au02 8332 5932

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