A Brief Rundown Of Persuasion Analysis
Persuasion marketing consists of techniques, mainly that taps into human emotions (emotional branding/emotional marketing) which you can employ in your marketing efforts to attract and convert your favoured target audience.
Pretty much it begins with self.
Let’s think of circumstances or things those dominantly make us take actions.
When I say Nutiva, do you feel stimulated? Then prolly you’re one of my most fascinating target audience if mine is a homemade organic chocolate business.
As it makes sense to both of us while also we can encourage each other by buying and selling it.
A whole lot of satisfaction gets converted into a high-end value here.
In contrast, will you want to proceed if I show you a marine automation software exceptionally modelled to make lives of marine engineers better?
You probably won’t give a damn. Would you?
Well, this type of product range has a huge audience too but as we are aware how humans only want what they really need, it’s more advantageous to show them what they verily desire to own.
Persuasion kicks off from here.
Firstly the pre-eminent principle to persuasion is to figure out the segment of audience who will value your product. It has to be lucrative for both you and your users, in all possible ways.
“An apple for an apple is a decent trading mentality”
Focus On Both Target Market and Target Audience
While in the past, even when businesses knew their specific consumer group within the predetermined target market, it was back-breaking for them to get hold of their relevant audience type as they were lacking resources, unlike today’s uncomplicated marketing latitude.
Days have changed beyond one’s belief as for how targeting, marketing, and selling has become an automated process.
😺
Start designing your product only when you’ve determined your target audience.
It will benefit by saving you a lot of time in the course of your product launch or during any other announcements you may make — in terms of who to target, likewise who to upsell or cross-sell?
What is the target market?
A target market precisely contains those who share common needs based on their similar characteristics.
Targeting tip — Cease your restaurant’s operation if it’s located in the south of Spain. Spaniards are early sleepers, so nobody is going to show up after 8:30 pm.
Here’s one of the actual statistic from time.com,
“The world is home to 196 different countries — and that means 196 different bedtimes and wake times”
Moving on, target market can be categorized as follows,
- Demographic
- Geographic
- Psychographic
- Behavioural
What is the target audience?
A target audience is a group of your passionate consumers. They show an abundant affinity with hyper-personalized business messages. They’re self-aware and can so surely point out how a little deviation in marketing messages can impact their life as a whole, awfully.
As such, your target audience could be anyone. From media professionals, digital marketers, data analysts, to lounge admins.
“Target audience is precisely a subset of your target market”
Now, as you’ve figured out who your target audience is and how to make-up your marketing messages for different target market, it’s time you learn how to persuade them.
Persuasion might seem like a silly subject to spend the whole time on. May be because you’ve like 5k+ friends in your Facebook list.
Question yourself here, how many of those would be willing to invest money in your product?
It’s that simple to understand the needfulness of persuasion theory and its analysis, of course.
Prior to we advance,
a personal hint — if you lust after some persuasion techniques and how psychology plays a vital role in designing an impactful UX & CX, you might need this — An enthralling book by Dr Robert Cialdini.
2 different routes users take while analysing a marketing message
- Central route
- Peripheral route
You can puzzle out whether users are biased to the central route or peripheral route by incessantly analysing the trends of the user behaviour.
Central route
Succinctly, when users consider the central route to analyse, they examine an object-related persuasive message with the help of knowledge they already have around the subject. They arrive at solutions that are more inclined to information/knowledge they have in the spine of their immediate brain.
Peripheral route
In contrast, when users take the peripheral route to analyse a persuasive message, it mostly means the person has least or no knowledge around the message they are exposed to and hence they go by their instincts.
For instance, whether the message feels right/wrong. More likely they are driven by natural and immediate impressions.
Timely fact:
The behaviour formed by central route analysis is durable and hence is tougher to modify them than the attitudes formed by peripheral route analysis.
As mentioned by Shopify, the emotional responses that users give away while processing a message depends only on the following two factors,
- Valence
- Arousal
Demystifying valence and arousal
Valence is when your messages inject positive or negative thoughts within the user/viewer that they end up converting on your offer or leave a bad review of how you misused their time.
Arousal is whether the viewers/users feel active to act immediately on the message or turn lazy enough to hit the bed.
Brands that are transcending persuasion marketing in this enduring revolutionary atmosphere!
Trust
Gratification — Hopworksbeer
Value
Competition
Trendsetting
Fear
Belonging
By far we have known how some of the inner emotions of humans, function.
With the greater intellect on how to tag these emotions to one’s marketing messages, businesses can prevail in the continuing (never to end) ‘Who Wins The Most Customers’ battle easily.
Winning is definite if only users can bracket themselves with our brands. To pull it off, we need to show them only the things they’re willing to see or reflect on. Which perhaps needs a tonne of mastery on pre-determining and pre-persuading the user’s mind.