The ability to persuade is a very useful skill in all areas of life. The techniques are the most diverse, but they are based on assumptions that make it impossible to convince those who do not want to be persuaded. To make a message catchy, there are some timeless tips that need to be used wisely
Persuasion techniques represent one of the most important fields of study in communication and marketing, because they represent a way to convince another person and make a decision or act in a certain way. The ability to persuade is useful in all areas of life, but it must always be kept in mind that they are not always effective and on every occasion and that a lot depends on how important that decision is for an individual.
Some persuasion techniques
Persuasion techniques can be used to try to convince a person to make a certain decision. Framing consists in the use of words full of meaning that trigger emotional reactions in people. It is a useful method to package a concept and enrich it with a positive (or negative) connotation. The term mirroring refers to the practice of imitating the interlocutor’s gestures, creating an impression of affinity and sympathy that falls on the opinions expressed. Instead, through the exchange, we try to trigger a cycle of reciprocity for which a favor must be returned to avoid a feeling of discomfort for having obtained something for free. Another technique widely used by advertisers is limited quantities: making the object of purchase more attractive because it is limitedly available (even if it is not true).
The psychological factors underlying persuasion techniques
Persuasion consists in packaging the message to make it more appealing to the recipient, thus influencing their behavior. It is not a question of mental manipulation: for persuasion techniques to be successful it is essential that the conditions exist (environmental, social, cultural and subjective) because one cannot convince those who are not predisposed. One of the most famous theories is that of Robert Petty and John Cacioppio about the two paths of information processing. If the central path is activated, the recipient will pay attention to the arguments and information contained in the message. When, on the other hand, it is the peripheral path that acts, people are more sensitive to peripheral signals such as the pleasantness of the source, the simplicity of the message, the emotional impact, etc.
Persuasion techniques: writing a text effectively
What are the useful tips for writing a text that is effective and persuasive? The Copyblogger site has published ten timeless tips:
- repeat the central concept with different nuances and methods to facilitate the passage of content;
- Provide a good (not necessarily rational) motivation that supports what you write and why the public should read;
- concepts must be supported by evidence of their authenticity;
- use testimonials or authoritative sources that can influence the audience;
- use metaphors, similes and analogies that facilitate understanding and make the text lighter;
- present a known problem by providing useful solutions or tools that are within reach;
- make (realistic) predictions based on real data;
- invite the reader to join a group in which he is welcome by reading the text;
- dismantle the recipient’s objections by anticipating the counter-arguments;
- tell stories to express ideas or concepts and convey values.