By Joe Smith
Special to the Record
Persuading people to buy products, services or even ideas has always been a challenge that goes way back in time.
It was nearly 2,000 years ago that Aristotle wrote about the three basic modes of persuasive argument… ethos, logos and pathos. While this might sound a little like a philosophy discussion people still rely on them, even subconsciously, to help in making decisions.
When we look at these concepts in terms of today’s consumer they can be viewed in the following manner… ethos appeals to their sense of ethics, pathos to their emotions and logos to their need to make a logical decision. From a marketing and communications perspective here’s how they translate when applied to marketing strategies.
Ethos: This is where the message focuses on the credibility or authority of your business. This transcends all aspects of your operation. From the person you might choose as a spokesperson, your salesperson, to the copy you use on social media, in commercials and overall branding. The objective is to build trust so that people will be not only comfortable in dealing with you but will turn to you first for their needs.
Pathos: This is all about dealing with people’s emotions. Studies have shown that creating positive emotional responses to brands have a far greater influence on people’s decision-making. Businesses that understand the emotional attachment that can be generated in all their communication vehicles can dramatically improve consumer engagement. To highlight this, think of the number of major brands that use an emotional hook in not only their commercials but also in their print and online messaging.
Logos: Depending on your product or service sometimes it is also better to rely more heavily on charts, stats and data to make a case for someone to buy from you. There is a certain group of consumers who need to make a decision based on facts and a more detailed analysis before making a commitment.
While these three concepts form the basis for communicating with consumers there are other factors that need to be brought into the equation. Creativity plays an important role in getting your message across. The words, the images the situations must be well thought out to capture a person’s attention and resonate with their needs and aspirations.
Another important factor is consistency in messaging. If you have developed a strategic plan you have articulated your corporate values. Studies have shown that people are more disposed to dealing with businesses and organizations that also reflect their own values and self-image.
Using psychology we know that humans are motivated both consciously and unconsciously by routines, habits, biases, memories and rituals. They make decisions based on these factors. Marketers need to understand these principles of human behavior in order to communicate effectively.
Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at joesmith@shaw.ca