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There are three kinds of audiences:There's also three steps to persuasion:
- Friendly: it's a waste of time to build the case and try to change their mood or their mind; you're pushing an open door. This type of speech or oped should focus on getting them to actually do something.
- Neutral: it's great if you changed their mind and maybe inspired a few of them to act
- Hostile: it's a victory to simply change their mood
- Changing their mood
- Changing their mind
- Getting them to act
"Should you advertise to hostile audiences? Yes, says Chevron's director of communications research, because advertising can keep them from growing more hostile."
Product advertisementsInstitutional Advertisements
- Pioneering
- Competitive
- Reminder
"The objective of institutional advertisements is to build goodwill or an image for an organization rather than promote a specific good or service."
Four types
- Advocacy advertisements state the position of a company on an issue.
- Pioneering institutional advertisements, like the pioneering ads for products discussed earlier, are used for announcements about what a company is, what it can do, or where it is located.
- Competitive institutional advertisements promote the advantages of one product class over another and are used in markets where different product classes compete for the same buyers.
- Reminder institutional advertisements, like the product form, simply bring the company’s name to the attention of the target market again.
Persuasion Starts With Credibility
- Trust
- How long we have known a person.
- A person's reputation.
- Experiences with a person in the past.
- Information about a person obtained from other people.
- Any ulterior motives a person may have.
- How to build trust:
- Get someone to act on your behalf
- Act like you are not trying to persuade
- Turn a negative into a positive
- Be reliable. Do what you promise and publicise your achievements.
- Be rational. It’s much easier to trust someone who makes decisions based on reason rather than emotion. Simon Cowell is a good example.
- Be Receptive. It’s much easier to trust someone who is receptive to our needs and concerns.
- Don't oversell or exaggerate. Underpromise and overdeliver. People will not trust you if your words do not match up with your actions.
- Expertise