Series: Kicking @$$ in Today's Business Environment
Fellow entrepreneurs – we’re closing in on the end of the series, and brand communication is something we could easily pontificate on for hours. But in the limited time we have your attention, we’d like to drill down on a single topic – the art of persuasion.
Be a Consumer-Whisperer
As an entrepreneur, your ultimate goal in communicating is to influence decisions. The desired outcome is to get people to do something that they otherwise would not have done. You need to be able to get into their heads; to whisper in their ears. Understanding how people make decisions changes everything. So here it is:
People decide with their hearts. (First)
People validate decisions with their heads. (Afterwards)
Make Sure They Feel Seen and Heard
To make that heart-centered decision, a person wants to feel certain that the brand sees and hears them. That they’re part of a like-minded tribe. That they’re being addressed in their native language. Only then are they ready for the supporting facts that let them know their choice was the right one.
It’s why “Just Do It” has worked for decades and hasn’t been replaced by “Our shoes incorporate flexible urethane pouches filled with pressurized gas, and feature a patented high-density foam midsole to improve stability and minimize fatigue.”
Less is Absolutely More
We understand. You’ve invested time, energy and your very soul in building the best product you possibly can. You know that if only people could experience the benefits first-hand, they’d beat down the doors, becoming customers for life. So it’s tempting to flood them with every bit of evidence you can muster.
Yes. Go ahead. But get the sequencing right. Absolutely provide the compelling facts, but not until you’ve made them feel seen. If they look at your brand and see themselves in the mirror, they’ll naturally be drawn to invest, whether that’s by purchasing your products, spending time with your media, or spreading the word on your behalf. Then, and only then, do they become interested in learning more, ready to absorb the data, testimonials or product information that reinforces the value of the choice they’ve made.
Just Do It.
Now, just do it. Be the best persuader you can be, working with the decision process instead of fighting it. There’s so much more to successful persuasion, but if you get this one thing right, you’ll surpass the efforts of a myriad of your competitors. By giving people the thing they care about most – to be recognized and valued as human beings – before you ask them to buy, you open the door to lifetime loyalty to your brand.
Continue on to the next post in the series: The Wrap-Up
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