Persuasive Communication: You Know You Want to Read This…

taken from CartoonStock.com

taken from CartoonStock.com

 

PERSUASION.

It’s everywhere and as consumers not only do we use it, we are susceptible it too.

Now when considering persuasive communication, the professionals think of the biggest factors in implement into the message so that we receive it, and then buy into it. A number of factors are involved, and here are some more in depth:

Audience Analysis

It is essential as the basis for persuasive communication to take a look at the audience characteristics such as beliefs, attitudes, values, concerns, and lifestyles. Knowing those things helps the communicators tailor the message to lead into a cause of action. Tools that help them distinguish this are: demographics (age, gender, ethnicity, education, etc.) and psychographics (lifestyle, values, attitudes, etc.).

Appeals to Self-Interest

People become involved in issues or pay attention to messages that appeal to their psychological, economic, or situational needs. Psychologist Abraham Maslow and his theory about the Hierarchy of Needs ring so true in persuasive and the intertwining of emotions. The levels move from lowest to highest in importance.

  1. Basic needs: food, water, shelter

    Maslow's Hierarchy of Needs

    Maslow’s Hierarchy of Needs

  2. Security: jobs, homes, health
  3. Belonging: association with others, organizations
  4. Love: humans have a need to be loved and to love others
  5. Self Actualization: self worth

Reinforcement

Recent studies have found that repetition and reiteration helps people remember.

Recent studies have found that repetition and reiteration helps people remember.

Recent studies have found that repetition and reiteration helps people remember.

Recent studies have found that repetition and reiteration helps people remember.

Get the picture yet? People need to be reminded of the message skillfully enough for them to remember your message long after you’re gone. Let’s play a game…name that business!

“Buhduh duhduhduh I’m lovin’ it!”

Yup, McDonalds

Ok, what about a little harder…

“Drop it like it’s hoootttt, drop it like it’s hot!”

Sun Drop!! New, but still good.

And you here about those tunes and jingles through commercials with reinforcement and the message they want you to hear.

So, of all of the factors, personally I feel like these are the most important to be effective in the persuasive message. How you put them to use and see how they play in your life!

What do you feel are the most important factors? I would love to hear your thoughts. Have a wonderful day!

 

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