PERSUASION IS WELL AND GOOD BUT WILL THE AUDIENCE BELIEVE YOU? In this fifth of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the importance of persuasion and credibility. I have previously discussed six short cuts to persuading a person or group of people to behave as you […]

PERSUASION IS WELL AND GOOD BUT WILL THE AUDIENCE BELIEVE YOU? In this fifth of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the importance of persuasion and credibility. I have previously discussed six short cuts to persuading a person or group of people to behave as you want them to. Those short cuts were: These are just some of the many tools that a marketer can use to influence the behaviour of their target market. Reciprocity or giving in order to receive is both powerful and effective. Scarcity of claiming a shortage can be effective but is often seen to lack credibility. Quoting a person of profile or authority can be effective, particularly where the authority is relevant to the product. Leveraging the fact that a seller is liked by the purchaser can certainly lead to persuasion, although it is less effective…