The art and science of influence has been a topic of interest of marketers for centuries now. People take pride in such methods and tactics and make advancements in these fields. Universities teach the smartest brains on how to advertise smartly and scientists spend years in decoding the tricks that work like magic on human minds. What they all fail to realise is that they are humans and consumers too and they would hate if someone were to trick them into doing something that they didn’t want to do.
Let’s look at some methods that are used in Advertising
Group belonging – when consumers feel that they are part of a group along with the seller, then they automatically trust the seller much more and this helps in better sales
High ground manoeuvres – make an exaggerated claim and let people spend energy trying to say it is wrong and thus they will remember it for the longest time
Plan your details of the Ad – Leave out all unimportant details and details that will make the reader think that “it’s not me”
Focus on frequency of the Ad rather than a one time impact – the things that you think about the most will irrationally rise the importance in your mind
Pacing and leading – Agree with the consumer first by sharing his mindset, and then make him understand your point of view
Never attack a person’s belief – People don’t change their beliefs and if you attempt to change those, then they will stop listening to you. Instead use their beliefs and build your messages on top of those
Explanations – Always explain your claims but give simple explanations
Fear is the biggest convincer. Use it if you really want to be sure about the acceptance rate of your message
