Influence is better than persuasion.
Marketing should influence rather than persuade.
When we consider the universe of marketing messages, we can only conclude that marketers have worked to develop the art of persuasion. I suppose we need to be persuasive if we sell products or services that are not wanted by others.
If we routinely connect with people who need what we offer, persuasion can be a negative stimulus.
People do not want to be sold. They want to make informed purchases. Customers don't want to be pushed to buy. They want to pull content when and where they wish.
The focus on marketing must be to post relevant content throughout the internet to be found by people with felt needs.
Our goal is to help customers feel that they "found us." They want to find a solution to their problem. Parents of teenagers learn to wait to be asked before offering help.
Don't try to write persuasive copy. Write content that drips with empathy.
Dr. Steve Greene is the publisher and executive vice president of the media group at Charisma Media and executive producer of the Charisma Podcast Network. His book, Love Leads: The Spiritual Connection Between Your Relationships and Productivity, is now available.
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