Persuasion versus promotion

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.



www.businessofcreativity.com


koon tan

Web Developer at Localsoft Tech

2 小时前

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George Organ

Freelance Senior Copywriter / Creative Director

4 小时前

The worst is when promotion isn't just 'thoughtless broadcasting of a single message'. but thoughtless broadcasting of a thousand of them.

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Mark Reddick

Guv’nor of Guests

12 小时前

Too bloomin’ true. I’d love to have seen the kerning on ‘Promotion’ stay awkward, and ‘Persuasion’ be beautifully-crafted – if only to subconsciously press the point.

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Fiona Cole

Creative & Business Copywriter. Move people to action with catchy, clear and consistent copy.

15 小时前

Amen.

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Danny Herbert

Working with Human Insight and Intelligence to Maximise Competitive Advantage and Accelerate Growth ? CMO, Bus. Development Support, Strategy Expert, Brand and Value Proposition Creator, Fractional Marketing Director.

15 小时前

This is the persuasion/ entertainment version of 'beer inside'. Hinckley, Leics.

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