Persuasion by Lee Hartley Carter

Author:Lee Hartley Carter
Language: eng
Format: epub
Publisher: Penguin Publishing Group
Published: 2019-09-02T16:00:00+00:00

PERSUASION PREPARATION LIST 3. WHAT CAN YOU AUTHENTICALLY DELIVER ON?

We have all seen brands that simply try to tell us what they can deliver on but have given zero thought to what we as consumers need. Same for politicians, even on the local level. A friend of mine recently had a mayoral candidate running on rehabilitating her local waterfront into a dining and entertainment hub, but the town was having a pressing problem with opioids, so no one cared about the waterfront. Not only did the candidate lose, but she came off as woefully out of touch. Think of it like giving a gift the recipient doesn’t want. We’ve all been there. Not only are you disappointed, but it also feels hurtful. You don’t feel seen.

Our next responsibility is to look at the first two lists and ask ourselves, What can we realistically and consistently solve for our audience? Take the list of all your audience’s problems with your goal and the list of what is important to them and then map it against what you’re best at.

Don’t try to do something for your audience that will make them feel like you haven’t looked at the issue from their point of view. If what you can deliver on in this column doesn’t match up with anything in the first two lists, it won’t be persuasive.

In the case of AutoCo, they were actually best at safety, best at designing their cars with their users in mind, and best at hiring engineers who think about every last detail. They could deliver on all three of their consumers’ needs. But they weren’t telling that story. In this business, we always say if you aren’t telling your story, someone else will. That’s what AutoCo needed to bring to the forefront, because those qualities solved their consumers’ problems and aligned with their values.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.