The Powers of Persuasion
When you want someone to do something for you, how do you get them to do it? You persuade them. Persuasion, according to Wikipedia, is a form of social influence. It guides people towards the adoption of an idea or action by rational and symbolic means. It is a problem-solving strategy that relies more on “appeal” versus strength. Persuasion is quite different from the commonly confused “manipulation,” which is an extreme form of persuasion in which only one person benefits at the cost of another.
How Persuasion is Achieved
There are several different methods of trying to persuade someone. Usually these approaches are made by appealing to the following:
- Appeal to Reason (ex: logic, rhetoric, scientific)
- Appeal to Emotion (ex: advertising, faith, pity)
- Aids to Persuasion (ex: body language, sales techniques, personality tests)
- Coercive Techniques (ex: brainwashing, coercive techniques, mind control, torture)
- Seduction
- Other (deception, hypnosis, subliminal advertising)
Using Persuasive Technology in Internet Marketing
Persuasion isn’t about selling. Persuasion isn’t about getting someone to do something for you. At the heart of it all, persuasion is about communication. It’s about reaching a shared understanding. In the wonderful world of web marketing, persuasive technology combines traditional views of persuasion with modern technology in order to persuade a user to do something. That “something” can range from anything such as buying a product to playing a game. In order for persuasive technology to work, a web site has to be geared towards persuading a possible consumer. This will only work if you have persuasive design, structure and copywriting. If all of these things work together, then the effectiveness of the website will have a bigger impact on consumers.
Again, the main source of success stems from a general, shared understanding of what the consumer’s needs are. By understanding what those needs are in conjunction with the business goals of that particular company, you can persuade an Internet user to go where you want them to go without being misleading- which will make both parties happy.
March 20 2008 05:00 am | Internet Marketing and Using Technology
dpfishin on 21 Mar 2008 at 1:35 am #
I agree, if you put related resources on your web site you will make it easy for the user to stay. great post Janelle
The Powers of Persuasion | travelforhandicap.com on 21 Mar 2008 at 11:13 am #
[...] disturbing. Everything to these people is about making that sale. For this reason, the powers of persuasion are really important. However, many people mistake the point behind persuasion. [...]
James on 22 Mar 2008 at 12:57 pm #
Great article, I do agree that there is an art of getting people to do something and emotions do drive people.
Tracy on 25 Mar 2008 at 7:59 pm #
It is funny that some people just have a natural ability to persuade others into their way of thinking.