Communicating persuasively may be a tricky art to perfect, but when it’s done properly, the pay-off can be huge, which is why marketing campaigns continue to siphon off huge amounts of corporate money every year.
If you want your message to reach and influence your target audience there is one golden rule you must follow: tailor your communication style to the medium you’re using.
For instance, if you’re launching an e-mail campaign, research shows that we’re more likely to forward an e-mail that makes us feel good, that’s media-rich (includes audio/video/visual information) and, surprisingly, that’s greater in length.
Whatever the medium, a campaign’s success (its ability to influence) will always depend on several key factors:
- the clarity of the message and call to action
- the amount of time and hassle required to complete the task
- the credibility and usability of the website where the action takes place.
This extract is taken from the book: 'Webs of Influence: The Psychology of Online Persuasion' by Nathalie Nahai.
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Nathalie Nahai is an award-winning speaker, Web Psychologist, and author of 'Webs of Influence: The Psychology of Online Persuasion'.