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.