Elements of persuasion marketing
The four primary elements of persuasion marketing are: structured communication, storytelling, copywriting, and neuromarketing.
Structured communication
Structured communication is one of the four primary elements of persuasion marketing that you can use for an advantage in customer retention and sales conversion rates. Structuring content this way can boost consumer trust, understanding, and engagement with what you have to offer them as a company or service provider. It also makes it easier for them to take the desired actions you want them to, by following your instructions.
The first step in structuring persuasive content is choosing what type of structure will work best for your audience and what they’re interested in learning about: a numbered list or bullet points are often effective when writing marketing materials that need more detail. If you know that your audience is more interested in headlines and sub-headlines, or if you want to highlight the main points of your content, then this type of structure might work better.
Storytelling
The type of content that you want to be careful with is storytelling. Be sure not to get too far off topic or share private information about yourself unless it’s relevant and leads back into the conversation of your product.
Storytelling can work well when talking about a customer experience, telling their story in detailed fashion but keeping it on point so as not to lose your reader.
An example of storytelling that’s relevant and on point with the product is when you’re talking about a customer experience but not telling their story in detail, then it can come across as spammy or pushy to readers.
Storytelling should be used sparingly if at all because most people don't want to read a marketing message in the guise of storytelling.
Copywriting
The type of content that you use can vary depending on your audience. For example, if you are writing for an older generation and they speak English as a second language then it would be appropriate to spell out words like 'blog'.
If the person reading is younger and speaks fluent English then spelling out things like blog may come across as condescending or patronizing. You can still use words like blog, but spell it out in a way that wouldn't come across as condescending.
Content you write should be concise and brief because most people don’t want to read through wordy content with no clear direction. The more succinct your message is the better chances of someone reading what you have written. If it's longer than 1200 words, break it up into shorter posts or articles so readers can digest and enjoy it.
Neuromarketing
Neuromarketing is another element of persuasion marketing. It has been noted that the brain can process images 60,000 times faster than text. This means that if you are interested in marketing your product or service through a visual medium, such as television commercial or print advertisement, it may be best to use pictures rather than words for better persuasion rates.
This is because we see something before asking what it is. This makes it more likely for viewers to remember the product or service, because they can recall seeing a certain object before reading about it - and their brains are already pre-primed to be looking out for that particular item.
A study was conducted which proved this phenomenon: subjects were shown pictures of either an apple or orange with text below it. When they were asked what fruit they saw, the majority of people said apple - even when a picture of an orange was shown!
This is why visual marketing can be so powerful and persuasive: because pictures are something that we see before asking what it's about.
Strategies in Persuasive marketing
As persuasiveness is an important factor in marketing, the following are some persuasive communication strategies to consider:
Utilizing testimonials from satisfied customers
Studies have shown that people tend to believe other people more than they trust a company's assertions. Testimonial quotes can be used as part of a promotional campaign or on a product label.
Utilizing endorsements from authoritative sources
A well-known celebrity or expert can provide the power of trust and legitimize your proposal, which is why many companies pay to have their products endorsed by celebrities in commercials or on television infomercials as an added incentive for potential customers.
Using powerful words
Words that are seen as more powerful typically include: "excellent," "wonderful," and "incredible."
Using facts to back up claims
It is important for consumers to feel like they're making an educated purchase, so make sure you have any statistics at hand when presenting your product or idea.
Being specific about benefits
The more specific you are about the benefits of your product or idea, the easier it will be for someone to make a decision in their favor.
Being careful with over-promising and under-delivering
It's important that any promises made align with what is actually delivered, otherwise they'll lose all credibility as well as consumer's trust.
Presenting a solution to an issue as opposed to the problem itself
Sometimes what's most important isn't just addressing the end result, but also trying to find out why that event or situation occurred in order to solve it for good.
Conclusion
Buyers have wide options where they can get products but depending on your persuasiveness in marketing, you can be more competitive than the rest. When you apply the four components of persuasion in marketing, you're more likely to succeed.
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