Persuasion 2.0: How to be convincing in a digital environment

Estimated reading time: 3 minutes

Good morning!  In order for my know-how to be at your service and my post to be of daily use to you, and having agreed with @pfcarrelo Marketing Director at Zyncro (without a doubt one of the most convincing profiles I know within the digital arena) here I embark upon the adventure of writing about Persuasion 2.0: How to be convincing in a digital environment.

The masters of persuasion in the offline world are the consumer brands.  A pause for laughter 😀 with the Pepsi and Fernando Torres advert in Spanish (mass consumption unites the prescriptor with humour for excellent results).

 

We are all exposed daily to having to make choices about products all with similar qualities and face values.  I have extracted a definition of Persuasion I love from a mass consumer chain:

Persuasion is motivating others so that they voluntarily accept out way of seeing things so that they respect, appreciate and bear our proposals in mind.

We can influence others by our nature and behaviour.

Manipulation, some may ask?  NO, simply persuasion.  Manipulation involves dark motives not employed by marketing efforts – in the end, marketing is a persuasion war, not one of dark motives!

So what about Persuasion 2.0?  What elements should we bear in mind for our product/brand strategy to be persuasive enough?

  • The channel.  Undoubtedly, offline persuasion has a physical presence that we replace with a certain channel within the digital world.  In this manner, Zyncro is a corporate digital canal, ZyncroBlog is a digital communication channel.  90% of the success of Persuasion 2.0 is selecting the appropriate communication channel.
  • Product/brand excellence. Quality and transparency of brands and products is very important in the digital world.
  • Ability to interest and offer valuable attributes/content. Infoxication produced by the Web obliges companies to offer the user a lot of value.
  • Empathy, ability to know what people are looking for and knowing our users’ interests.  An exhaustive analysis to determine on a per minute basis if the message we are communicating is of interest or if it results in indifference.
  • Speed of response.  The digital world moves much quicker than time and responses are expected right then and there.
  • Emotion, being capable of transmitting emotion by means of communication.
  • Logic and interaction.  The 2.0 world is hyper-connected and we should be capable of understanding and working by this premise.
  • Surprise, give more than what is expected or give content and continent in a different way that offers value, ComunicaMe would be a good example of digital persuasion.

The all important setting the scene in the offline world becomes content, interest and ability to attract through the use of words and storytelling in the online world.  This post called Steve Jobs and the power of the storytelling illustrates my point perfectly.

As Seth Godin, my reference in Strategist Thinking says in his post: Paying attention to the economy, in an environment where news and novelty go for millions, let us imagine the importance of persuasion or grabbing the user’s attention.

Persuasion 2.0 is the best and most efficient tool to obtain the commercial or marketing end. One sure of our product/service and once the appropriate communication channels with our clients have been selected; we dive into persuasion techniques in order to achieve the set objectives:

  • Lead
  • Convince
  • Transmit
  • Talk
  • Stir emotion

Have I been convincing enough?

Allow me to pose a question:  I think we could take a closer look at Personal Branding and I would also like to discuss Online Reputation on an individual basis in both cases.  What do you prefer?

Happy Thursday!