Persuasion versus promotion
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Is marketing broken? This is a question that I get asked frequently. And those who pose it can be forgiven for thinking that the correct answer is ‘yes’. The efforts of most brands makes for dispiriting viewing. There appears to be a lack of respect for what marketing can achieve. It feels as though we have lost our grip on the fundamentals, and one common mistake is confusing its purpose. Brand communications is less about promotion, and more about persuasion.
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Consider the nuances between these two words for a moment. Promotion describes an instant sales turn. It is the thoughtless broadcasting of a single message that screams: “buy it now”. It is the sandwich board outside the pub that says: “beer inside”. Or the junk mail that comes through your letterbox (and exits shortly after via the recycling bin). It’s pop up ads, vouchers, and bumph. Persuasion is altogether different. It is storytelling, art, and entertainment. It’s deftly-executed messages that speak honestly to audiences. And use the most vital ingredient for brand communications: truth. Persuasion is about offering people something great, convincing and compelling. It’s respectful of audiences, and is less transactional.?
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This is why I often talk about the job of chief marketing officer. I think they should be done away with, and replaced by a chief entertainment officer. Someone whose job it is to beguile, charm or fascinate. They understand that the job in hand isn’t to chisel or brow beat audiences into parting with money. It is to create a phenomenon around the brand. The next time you are considering marketing spend, take some time to determine how much of it you are devoting to persuasion versus promotion. And make sure that the balance is tipped (significantly) in favour of the former.
Director at Bit Famous - Your partner in building confident communicators - empowering leaders and teams to be more visible, influential and impactful. Finalist Personnel Today L&D Supplier of the Year 2024.
3 分钟前Brilliant book on this topic. Robert Cialdini spent time with cults, con artists and record breaking car salesmen to come up with several pillars of persuasion. Full of cracking anecdotes for example: when pharma marketers were banned for giving expensive gifts like holidays to Dr’s in the US, they found giving them a pen worked almost as well. This idea of reciprocity being a powerful persuasive tool is just one of the ideas covered.
Owner and CEO at Sense, Global Brand Experience & Engagement Agency based in London and New York
11 小时前Genuinely interested to know your views on promotion vs persuasion closer to the point of purchase Sir John Hegarty. Particularly in grocery, shopper comms always seem to favour promotion. Should brands reevaluate the balance?
Agency Leader. Executive Director. Creative Partner. CMO. Consultant.
18 小时前Sir John Hegarty - When labelling Promotion as “the thoughtless broadcasting” of a single message, whilst tarring it with the bumph, junk and vouchers you state, it’s no wonder that promotional marketing is too often misunderstood and undervalued. Surely the best stories are told when promotion and persuasion are NOT thought of as entirely different, but are seamlessly joined at the hip. When they are, and when done well, promotions can play their contributory part not just in your short “instant sales hit” but in longer term brand building.
Certified Coach, Writer, Mentor, Trustee, Chair - I coach stuck writers to find direction & confidence with practical tools, support & reflection. Award winning writer, BAFTA winner, Qualified Coach.
23 小时前Agree on entertaining. I think we need to add 'Problem solving.' These are challenging times and imaginary lifestyle ads seem very old fashioned to me. I'm always interested in the way good influencers sell - often problem solving and often, at least seemingly, obtainable.
Web Developer at Localsoft Tech
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