Persuasion plays an important role in advertising brands and products to reach more consumers and fulfill their needs.
Persuasion can come in very different levels. It is about convincing people to act in a certain way.
As marketers, our priority is to communicate with consumers in a way that will potentially generate a reaction from them. In other words, we influence consumers to do what we want.
Persuasion plays an important role in marketing since it is behind every strategy. Even if the purpose of a campaign is not to persuade people, by sharing certain information with them, we are changing their perception about things, so we are technically persuading them.
In previous posts, you have learned about different marketing strategies and how to put them into practice from a Disney point of view. Well, today, I will teach you more about persuasion and the role it plays in marketing.
Persuading your Goals
Your goal will never be persuading people; however, persuasion will always help you achieve your marketing goals.
Think about Disney; one of their main goals is to increase revenue by selling food in the parks. If that is their goal, why do they let you bring food from home? Because they know they will persuade you into getting food anyway. For example, they utilize scents all over Main Street in Magic Kingdom that smell like candy and baking goodies so hard to resist that most people go into the Confectionary (Magic Kingdom Candy Shop) and make a purchase. They also play with the smell and placement of popcorn, so much that only the profit from the popcorn stands makes enough money to make up for the fireworks show that costs more than fifty thousand dollars.
Influencing Needs
To be a good persuader, you need to ask yourself what people want and how to convince them to get your product to satisfy that need. By establishing those goals and values, you would communicate the benefits of your product and sell it to consumers.
You also need to know what makes your product different from others. Why would I buy butter popcorn from Disney instead of buying a bag from Publix and bringing it into the parks? Because the park one smells good, it is fresh and was right there when I needed it. The uniqueness of Disney popcorn is that I did not even know I wanted popcorn until they influenced me to buy it.
Knowing what people want, how you can help them, and most importantly, what makes your product unique will help you convince people your product is the only thing they need. And that is basically what marketers do daily without even realizing it.
If you still do not understand the value of persuasion, think about how I spent a whole blog post persuading you to persuade other people. Your entire life people have been persuading you to do things. You may have even found yourself talking your professor into giving you a second chance. So, it is your turn to master the persuasion strategy to improve your marketing efforts.
Remember, it is all about convincing people they need the unique feeling you can only give them.
If you want to learn more about connecting with your audience, check my last post about storytelling and connect on LinkedIn to understand the behind-the-scenes of the magical world of marketing. Have a magical day!
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