The
Battle For Coca-Cola
Rages
On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out
Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The
Brand
THE
SECRET
TO OUR SUCESS.
The
truth is MadisonAveNew.com
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The Lost Art Of Persuasion. It's not what you say, but rather the way that you say it. It's not what you know but rather who you know. What do those two examples of so-called "conventional wisdom" have in common? They seem to suggest that there is some secret short cut to making your mark in the hearts and minds of those you seek to influence. This is one of the most the most common and destructive myths ever propagated. "Perception and Deception are only a few verbs apart," is how a former analysis of the Rand Corp. and current operative of our intelligence community put it to me one Sunday at breakfast, Now that rings more true than those opening examples of conventional wisdom. Persuasion is about being consistent and remaining persistent.
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The firepower in being persuasive is being able to show up day after day, month after month and year after year with the same compelling story. "Quality Is Job 1" worked as long as domestic cars were perceived as inferior and imported cars were perceived as superior. It was Persuasive. As domestic automotive name plates improved their quality and foreign nameplates begin to manufacture here instead of there, resulting in lower quality, the message became less and less relevant. So the message changed to "Built for the road ahead." Which is totally irrelevant. |
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How is "Fight Club" doing? I'd really like to hear more about your students progress. I hope they understand how fortunate they areto have such an experienced teacher- Brenda.Q, Tokyo I haven't killed any of them yet and they haven't killed me. But there are still 8 wekks to go.-HW |
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From persuasive in 1985 to irrelevant in 2005. What was it that changed so drastically in the past 20 years? Fords still have four wheels. The company is still run out of Dearborn. Bill Ford is no Phillip Caldwell, but he is still a pretty bright guy in a clinch ( Explorer) What happened to the Persuasion Factor? I'll tell you what happened. Quality is no longer Job 1 at Ford. So nothing they say or do means a damn. You see, that's the problem with being persuasive. Once you stop. Credibility stops. Ford would never say something destructive about their company on purpose. They just don't know any better. You see Persuasion is a becoming a lost art. An art with very few practitioners left standing. When Helmut Krone and Julian Koenig taught America to "Think Small," they began the process of persuading Americans to give up their gas guzzlers and tailfins for something that made a lot more sense. A Volkswagen. Then as time passed their message became less and less persuasive until it too became irrelevant. It wasn't until 1995 that Lance Jenson and his team at Arnold breathed life back into the brand by boldly proclaiming that "On the road of life there are passengers and their are drivers," Artful persuasion to the GenX crowd that nobody in the car business knew how to talk to. "Drivers Wanted" is still persuading those of us who love to drive that Volkswagen has just the car they're looking for. Of course sooner or later VW will get tired of looking at "Drivers Wanted' or some new guy will come in and change things just to change things and the result will be the unspoken message. "Drivers No Longer Wanted" and the brand will tank. How do you get to be persuasive? That would be the logical question anyone reading this would be asking themselves right about now. The answer is, you don't get to BE persuasive, you either ARE persuasive or you ARE NOT persuasive. Just like you don't GET to be honest. You either ARE honest, or you ARE NOT honest. Persuasion is a matter of shared values. If I believe that you and I share a common value structure, you can persuade me to do just about anything that is consistent with that value structure. If we don't, you can't. Most advertising starts with the words "Trust Me." Not literally, but with the unconscious benediction, "I hope they trust me," from the copywriter. And make no mistake about it, Persuasion. begins and ends with the words. When ever I write an ad I always start with the same two words. "Excuse me." I may take them out later, but when I start, I start with the premise that advertising is an unwelcome intrusion. It's the same as saying, "Is this a bad time," before starting a sales call. In my opinion all marketing has to be permission marketing. Next, I give some thought about how the key decisions leading up to 'Yes" will be made. Will they come after carefully considered, rational analysis? Or are they usually spurred by the hope to succeed, a fear of failure, a desire for recognition and a reluctance to be humiliated? How emotional will the decision be? How logical will the decision be? It is crucial to target the right emotions if one is to be persuasive. It really is as clear as the difference between watching "Frasier" and watching "West Wing." Both are excellent. But only one gets you to suspend disbelief. The secret of being persuasive is to build confidence and credibility in your message over time. No one is ever persuasive first time out, so don't try to be a one p unch wonder. It never works. Time was when a "campaign was ten or more ads and five or six commercials. These days, three ads and two commercials are considered overkill. These days got it exactly wrong.The art of persuasion is best practiced by speaking and/or writing with conviction. Nothing more. Nothing less. Are you pursueded that I know what I'm talking about? Then click here and let me pursude somebody to buy some product or service from you.
Stay Tuned.
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