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BEING PERSUASIVE : THE FUNDAMENTAL ROOT TO BE SUCCESSFUL AND STAND OUT IN SUCH A DIGITAL FAST PACED WORLD

Nowadays, this is clear that there is a multitude of new brands introducing themselves into our society. In addition, many brands are pretty similar to each other by proposing the same products attributes which makes it extremely tough to stand out. Thus, people are constantly exposed to advertizings emphasizing new products or services. As a result, this is critical for marketers to put forth efforts into being persuasive. Their overall goal is to dray their audience’s attention in order to increase the likelihood of changing their buying behavior towards a specific brand. Yet, for persuasion to be as effective as possible, there are 3 fundamental steps to take into consideration. They are as follows.

Define the objectives of communication

Being persuasive starts with the elaboration of communication objectives. You need to define your objectives in order to be able to come up with the most appropriate strategies and put a plan into action to achieve your overall goal. Keep in mind that only your objectives will allow you to reach your goal.

Select your target audience

Once objectives have been established, time has come to select your target audience which can be described as the categories of people you wish to attract. A selected target audience will allow you to allocate the right ressources in order to convey your message the best way. Such an important key component to consider is the involvement of your audience. As Dean Brenner mentioned in his article “The Secret To Persuasive Communication”, 2 fundamental questions to ask yourself is: Is this particular audience landing support and approval for your recommendations? Or Will your audience have to implement some of the changes. Keep in mind that the more you ask from your audience, the most likely they will remember your brand so make them feel involved is an excellent way to draw their attention.

Select the appropriate channel

As you can see, channels are countless. Indeed, the evolution of the digital world has widely increased the number of channels that can be used to convey a message. Nonetheless, you need to select one main channel that will best suit your goals and objectives. Keep in mind that the right selection of the channel will play an important role on the main deliverable. The right channel will attract the right audience.

Message execution

When trying to enhance persuasive communication, the message execution is of crucial significance and many factors come into play. Conveying the right message requires some thought, devotion and ressources. Such elements to carefully analyze are the type of visuals that you will be using, which colors will be more appropriate, which music, which icons, etc. Additionally, attitude owns a significant impact on the message being delivered. The effectiveness of your message also relies on your ability to be confident, express positive feelings or convey emotions. Keep in mind that the more emotions you convey, the more likely the audience may develop an interest for your brand. I suggest you to think of the central route of persuasion which implies that a message can be nicely delivered with a strong and confident attitude while using supportive arguments all way through. As long as you believe in what you say, there is no reason for your audience not to believe it as well.

Being persuasive is essential in our today’s world. The more persuasive you are, the more likely your message will generate a positive impact on people. If you correctly defined your objectives, selected your target audience, your channels and the characteristics to deliver your message, you should be all set. Yet, keep in mind that what matters the most is not the message itself but your attitude and arguments towards the message. A positive attitude will most likely result in a positive impact or at least a positive word of mouth.

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