Appeal to the head, gut, and heart of your audience
The Greek philosopher Aristotle divided means of persuasion into three categories - logos, ethos, and pathos.
Logos (logic) is persuading your audience through reasoning. If your product or service has significant advantages over what your prospect currently uses, logic dictates that your prospect should switch.
Ethos (the Greek word for character) is convincing through respect and authority. Many people will try a product because a celebrity, key opinion leader, or satisfied customer recommends it. They are persuaded because they trust the endorser.
Pathos (Greek for "suffering" or "experience") is appealing to emotions. Use vivid language and sensory details to remind customers how painful the unmet need is -- and how much better they will feel once that need has been met.
A well-crafted marketing communication employs all three techniques. It appeals to the head, gut, and heart of your customer.
Just for Fun
Clickto see what would happen if corporate groupthink was applied to designing the traffic stop sign (4:29 min). Ironically, this video was produced by Microsoft to inspire its design teams.
In a Word
Don't let the evil asterisk trigger your customer's radar
Your product is generally terrific -- except for one or two instances where it isn't.
"No problem," you think, "We'll add an asterisk and list the exceptions in small print."
Don't do it. Evil marketers have conditioned readers to be deeply suspicious of asterisks. While their bold headlines promise the world, their mouse-type footnotes take it all back.
The same exceptions will be less obtrusive and off-putting if you simply tuck them in toward the end of your body copy.
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.