Persuasive Marketing
Persuasive Marketing is a type of product promotion that aims to persuade a consumer for buying a particular product, especially in the presence of several similar products in the same category. In addition to encouraging trial purchase, persuasive advertising can also be used to coax consumers to add and retain a particular brand in their consideration set, thereby increasing the chances of customer loyalty.
Elements of Persuasive Marketing
- Structured communication — control the order of a conversation, or how information appears to the consumer
- Storytelling and copywriting
Ways to Persuade
- Reciprocation — obligate people emotionally by giving them something
- Commitment — secure a small commitment, then build on it; people don’t want to back out on the initial commitment, so they are more likely to comply with new terms
- Social Proof — testimony of peers
- Authority — perceived expertise
- Liking — people are more likely to buy if they like you, so be friendly (and be physically attractive—never show ugly people in your pictures)
- Scarcity — of either the product, the offer, or the time; this does not need to be real, only perceived
