Posts Tagged ‘persuasion’
Bridging The Change Gap
We know that attention is the first essential step on the path to influencing others. We also know it’s not possible to inspire people to act or to create change with attention alone. There’s always a gap between gaining awareness, enabling action and gaining traction. You can buy attention, but you can’t buy trust. Trust…
Read MoreBe A Powerful And Purposeful Storyteller
*The following post is an extract from my new book The Right Story.* Throughout history, the technology of the day has always influenced how its users communicate and share ideas. How we think about spreading ideas is shaped by the resources available to us. How we connect and persuade is affected by the way we…
Read MoreThe Right Story
What makes some bad ideas successful, and why do many good ideas fail? It turns out that there’s no such thing as a bad idea or a good idea. There is only the wrong story or the right story. The right story is one that is trusted. It is believed because it is told by…
Read MoreThe Stages Of Change
If you’ve ever tried to quit a bad habit or establish a new one, you know that change takes time. When it comes to creating change in our own lives, we cut ourselves some slack because we know that change is a process. And yet when it comes to our customers, we impatiently hurry them…
Read MoreWhy Story Sells
The bicycle store owner was walking the customer through the range of helmets that were suitable for her teenage son. He described and demonstrated the features and benefits of three models in various price ranges. The woman seemed unsure and looked for a moment like she was about to leave with a promise to come…
Read MorePersuasion, Push And Pull
You’ve probably witnessed a mother trying to hurry her toddler along with a gentle sense of urgency. “Come on now Joe. Quickly.” she says. The toddler immediately senses what’s important to his mum, but not necessarily to him and begins to walk more slowly. Mum’s urgency escalates and eventually her coaxing turns into a desperate,…
Read MoreThe Three Steps To Articulating Value
It’s tempting to begin with product and service descriptions when you are communicating the value your business creates. Of course, it’s easier to start with what we know for sure. We list features, benefits and specifications—telling the customer as much as we can about ‘the what’. And all the while we’re doing it backwards. Intead…
Read MorePersuasion, Proof And The Place You Want To Be
As marketers we have historically relied on material advantages to differentiate our products and services, then used them to persuade customers to buy them. If your product is lighter or more energy efficient, the thinking goes, then you’re giving customers a logical reason to choose your brand over your competitor’s. In an age of product…
Read MoreYou Don’t Have To Matter To Everyone
We weren’t meant to be sitting next to each other. The European blonde, who didn’t want to be separated from her boyfriend for 10 hours overnight between Perth to Dubai, asked if I would mind moving to the middle seat in the row behind. So this is how I got chatting to a the chap…
Read MoreThe Cycle Of Persuasion Vs The Cycle Of Loyalty
Shout. Your agenda. Short term gain. 50% off. Buy now pay later. Big funnel gathering the most prospects. Or…. Talk in whispers. Your customer’s agenda. Building trust over time. Products and services people can’t help talking about. “A few people loving you up close and about those people being enough.”—Amanda Palmer Image by bwaters23.
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