It’s All About Persuasion, Isn’t It?

Ninja Rabbits

 

 

 

Branding

A “branding” client will need millions of cheap transactions (e.g., toothpaste, soft drinks, hamburgers). A B2B client will need periodic expensive transactions (e.g., computers, insurance, mortgages). But a direct marketer might require only one transaction, and a political marketer will require one decision.

But, ultimately, the whole point is to persuade someone:

 

    • To continue buying, try or return to buying (branding)

 

    • To receive the sales person and/or add a company to the supplier list (B2B)

 

    • To think that this offer is so good that he/she must take advantage of it immediately (direct marketing)

 

    • To vote for a candidate or issue (political)

 

 

Tips for Your Business

If you are a business owner, you need to keep these tips in mind when considering the matter of persuasion:

 

    • Don’t think about whether you need to do branding, direct, B2B, social, etc.

 

    • Think about the structure of your sales: Do you need to sell many products? One recurring product (e.g., subscription for a gym)? Are you selling to a business that will use your product or services, or to a person?

 

    • Think about the value of your transactions: Are they very expensive (e.g., an insurance policy) or cheap?

 

    • Think about the person who will be making that decision: a procurement officer, a soccer mom, a business person?

 

    • Using the six elements of persuasion as a starting point (there might be one or two more unique to your business), and figure out which set of elements would apply the most to you.

 

    • Then put together the marketing/advertising effort you need to reach your buyer and move him/her in your direction.

Don’t forget that no matter what, it’s all about persuasion!

 

Additional articles by Marcelo:

Give Direct Marketing for Small Business a Serious Look

What Do Rodney Dangerfield and B2B Advertising have in common?

Marketing Campaign Delivers a Decisive Strike

Apology marketing campaign fails to reach shoppers

In Marketing There are no “Pros” in Reaction

Guerrilla Marketing, Promotion and Social Media

Three Essential Marketing Campaign Components

Create A Unified Strategic, Media and Creative Plan

 

 

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