If you ask people in marketing ” How do you persuade people to change?”
You most likely get an answer that sounds like this- Change making and persuasion are only about getting people’s attention by creating awareness around a subject or option and then presenting people with rational arguments that will convince them to make choices we find desirable.
Yet, b
We are not driven only by reason and logic. Emotions play a huge part in how we react, what we decide, and whether we choose to change.
- Persuasion is the capability to change a belief or behaviour.
- We persuade by appealing to reason or understanding.
- It’s more than presenting the information and expecting people to make an objective judgement or rational choice.
- Information that resonates deeply connect with people’s feelings.
Don’t just persuade people to act. Move them to act.
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