Persuasion, Not Politics
On the face of it, this might seem like a political rant. It’s not.
It’s a rant about persuasion.
Right now, The Fabulous Honey Parker and I are in rural New Hampshire.
Each morning, we take a walk along a country road.
During that walk, we pass a mailbox.
On the mailbox is a bumper sticker.
The bumper sticker says, “STOP VOTING DEMOCRAT!”
It could easily say “STOP VOTING REPUBLICAN!” That part doesn’t matter.
If advertising is entering into a conversation the customer is already having, here’s the conversation around that bumper sticker:
“STOP DOING THAT!”
Doggie commands are not persuasion.
Sit! Speak! Roll over! Stop that! Buy this!
Yelling commands at a total stranger is not making a persuasive case.
It’s just repellent and self-defeating.
Thinking they're being persuasive, somebody is just shutting down the conversation before it begins.
A more persuasive way to make the case is to draw the prospect into a dialogue.
Have respect. Start a conversation. Ask a leading question.
“HEY, DEMOPUBLICAN VOTER: HOW DO YOU KNOW YOU’RE NOT MAKING A TRAGIC MISTAKE?”
Granted, a lot of prospects will say, “Because…” and justify it.
But because it’s a leading question, there’s a higher likelihood of drawing someone into a conversation.
Then, with a conversation, there’s the opportunity to make a case by providing new information and some key facts.
Whether politics or commerce, standing on a corner and yelling a command is a no-win situation.
Being respectful, creating doubt about one's choice, and offering a better alternative goes much further in an effort to persuade.
And it’s less likely to explode before the conversation begins.
Of course, that doesn't all fit on a bumper sticker.
Your Lean, Mean Creative Director in Park City
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