Self-assessment discuss brands describe effects and influences talk about the image and qualities of products talk about advertising and marketing describe an advertisement deliver a sales talk write a press release write a leaflet described as a “beast”, however, they preferred reforms that would “attack” the problem – such as increasing street patrols. So, in spoken debates or arguments it pays to listen out for the use of metaphors and then refer to the same image in your response, thereby creating a persuasive answer. Embracing errors has also proven to be effective. Consider someone reviewing a mobile phone. They might rave about its long battery life. Or they might describe how they’d first bought a competitor that ran down three times as quickly before getting the current product that proved to be far more reliable. Experiments have shown that the latter kind of endorsement tends to be far more persuasive to con-sumers. The important point is to demonstrate some kind of learning experience from the error, which again increases the audience’s trust. Marketing materials rarely ever include that information, though. However, you could try the same whenever you are attempting to make a strong case. Rather than ignoring the blind alleys that eventually led you to your current decision, actively flaunt those missteps. In conversations with your boss at work, you might be a bit readier to explain how your previous errors had led to a current decision. The fact that you have learnt from a mistake will make your argument more persuasive. Many successful adverts create a brainteaser. Psychological research suggests that ambiguous marketing of this kind can be more persuasive than overt advertising. The extra mental effort required to resolve puzzling adverts and the sense of pleasure at having deduced the answer often results in a greater appreciation of the product. Whatever your particular message, make your audience think for themselves. Have you noticed the trick of adding a decoy in adverts? If you are trying to persuade someone to make a decision, it can help to add a similar, but slightly undesirable option to the mix – a decoy that will make your preferred choice seem even more attractive. Companies already use this trick all the time. These strategies can only work if the facts you present are already compelling; they can’t turn a leaden message into gold. But if you have an appealing argument that you then polish with these principles of powerful persuasion, you will be well on the way to changing your audiences’ hearts and minds. 0 The most important issue when trying to convince people is not what you tell them but . 1 We can be more persuasive if we use . 2 When we destroy the audience’s carefully established expectation, we can achieve a . 3 In order to be convincing in a discussion, it helps to use . 4 It has been shown that we can win the audience’s trust if we admit initial mistakes and show a kind of . 5 Some ads are designed to be hard to understand. Consequently, being successful gives us . 6 Using all the tricks correctly does not replace having . how you tell it 123 Language skills Extras Explore 9 It’s all about advertising Nur zu Prüfzwecken – Eigentum d s Verlags öbv
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