The Power of Persuasion: Is Your Creative Partner a Communicator or a Persuader?

The Power of Persuasion: Is Your Creative Partner a Communicator or a Persuader?

What is the power of persuasion? Is it the power to change the way people think? What about how they feel? Can you actually influence behavior?

Does your agency merely communicate on your behalf, or are they a partner who persuades your prospects to act? Commexis is the latter and it represents a complete shift in philosophy from most agencies. It’s not just about getting traffic anymore.

By that, I mean in today’s digital world every agency has the tools to communicate on a global scale, but does your creative partner put a value on persuasion while also communicating?

Look at it this way: a road sign that says Speed Limit: 55 MPH is communication. A State Trooper by the side of the road reinforcing that mandate–that’s persuasion.

Communication vs. Persuasion

Communication vs. Persuasion

The main difference between the two is that the sign appeals to our intellect and the other to our gut. The Trooper evokes an immediate visceral and undeniable reaction that the sign just can’t deliver.

When a great communicator gives a speech, people will say “Wow what a great speech!”

When a great persuader gives a speech, they inspire their audience to do something concrete. The listener is no longer passive, he’s empowered and motivated. In the industry, we refer to this as a “call-to-action.”

At Commexis, we understand the power of persuasion and how to effectively apply all the communication tools in our toolbox to apply persuasive voice to our clients’ messaging. We get them to stop talking “at” their audience and start talking “with” them. Communication is a two-way street.

I once read that the three key elements to the art of persuasion are:

  • The Content of the Message
    • The “what” to say and having the facts to back it up.
  • The Credibility of the Speaker
    • What we hear in the message is based on our assessment of the credibility of the speaker.
  • The Emotional Involvement of the Audience
    • Are you speaking to the motivations and desires of the audience. Does the message represent a ”want,” “a need,” or a “have-to-have.”

Back in the 1950s, Bill Bernbach, one of the founders of the legendary advertising agency DDB Worldwide, said, “In order to persuade someone you must touch them personally. You don’t persuade someone through intellect.”

That rule is even more true now, given the proliferation of different ways we now have to communicate with potential customers and clients like social media and even live broadcasts. At Commexis that principle is fundamental to everything we do for our clients.

That’s why at Commexis, when we say “Reach Your Market Where They Live” we don’t just mean their buying pattern, their location or their favorite device, we mean to go for the heart and provoke an emotional response.

Peace, Love, Digital

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Anthony Finuoli

Anthony Finouli is Commexis’ Senior VP of Creative. He has over 30 years’ experience in advertising and design for both large and small agencies / design firms.

Emails you will look forward to.

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