The importance of persuasion for marketers
It’s common to relate persuasion with sales, but is it important for marketers? In this post, you will find out:
- What persuasion is
- Its importance for marketers
- How to use persuasion for effective marketing communication
What is persuasion?
Persuasion is convincing someone to act, say or behave in a way they were unwilling to before that talk. Persuasion is also known as the art of influencing people. It is so powerful that it is considered one of the most valuable skills in the entrepreneur world, and if it is a skill, it means it can be learned and improved by anyone!
Persuasion is expected mainly in the sales field, used to create and enforce needs, level up a negotiation, and close deals. However, not only sales should be mastering this skill, but the entire company with a particular focus on marketing. Marketing people are the ones guiding the communication. If its primary goal is to support the sales process, there is nothing better than good communication full of persuasion to bring qualified leads to the table.
The marketing team has an exceptional visualization of turning leads into customers, called the marketing funnel. Nowadays, most marketing communication happens online. There are a lot of persuasion tips that can be applied in each phase of the funnel, guiding and influencing users from the moment they first heard about your service until the purchase moment.
Some persuasion tips for marketers, based on the marketing funnel
Phase #1: AWARENESS
This is the phase of lead generation. Marketing actions could be campaigns, advertising, blogs, social media, webinars… The objective is to create an interest in that user to know more about you. Some terms to generate curiosity and guide the lead to a specific action are:
- Visit our website now!
- Get to learn more about this unique opportunity!
Phase #2: INTEREST
In this phase, the lead already knows you and is interested in consuming more content. At this point, he is still not convinced of becoming a customer, and that’s why the objective is to create the need and a desire of purchase. To support this process, the idea of exclusivity is fascinating; the lead likes to feel important and confident that this will be an excellent step to receive more helpful information. Here are some persuasion tips:
- Subscribe to our newsletter and receive exclusive content!
- Be part of our VIP group (engage with your brand community)
Phase #3: DESIRE
The lead wants to purchase at this moment but still has a few doubts about it. He knows you, is interested, understands the need, and wants to buy. Persuasion is vital at this phase, the lead is ready to go, and with the correct technique, the conversion might happen sooner or later. The best approach at this point are terms that bring a sense of exclusivity and urgency, such as:
- Sale ends in 48h!
- It is a unique opportunity designed just for you.
- Limited condition, personalized based on your needs.
Phase #4: ACTION
At this moment, the lead has the contract and the pen to sign! If the previous steps were done correctly, the lead already knows he wants to partner with you or consume your service/product. Here it is a matter of follow-up and time!
All of the tips shared on this post are called “CTAs” or, Call to Actions. This is extremely important for marketers in the digital world. Landing page with good CTAs has a higher conversion rate!
What other CTAs do you think are effective?
Share with us in the comments below!