As marketers and business people, but also as managers and leaders our job is to get people to notice and absorb messages that beneficial to them (and to us).
After several decades of being in the commercial process and now teaching it; I think the simplest approach to this is by far the most effective.
But both are probably too detailed for everyday usage and understanding…. so let’s make things simpler.
Lets create a simple selling, buying, persuading, process of 4 steps… AITA; Awareness, Interest, Trial, Action. These four steps hark back to be beginnings of adverting in the early years around 1900… and things haven’t changed much since then. Sure advertising guys have tried to complicate this simple process, but persuasion is still four simple steps set out below.
Before a person looks for an answer, they need to have a question. And we only have questions when we think there is a plausible answer. We may have challenges, or unmet needs. But for us to start a search for an answer to this unmet need, we need to know there is an answer.
We need there for in the first stage to make our target AWARE… that their unvoiced problem or unmet need indeed has a solution. We nee to TRIGGER their search. IN this stage we give a strong emotional reason to sit up and take notice both of the message we have AND that we have a solution to their unvoiced challenge. We make our targets aware and prompt their investigation of possible solutions.
Once aware, our potential customers now need to understand that our solution is the potentially best solution to their problem. We need them to take an INTEREST, to believe and believe us. Thus we need to provide strong credible, logical evidence to show that our solution works and will work for them. We are persuading them to consider us and convince them of our results.
Once they believe we need to initiate a TRIAL to persuade them that our solution is really the best one. They need real tangible experience with the solution and positive reinforcement that they have made the right choice the best choice. We need for them to select our solution and discuss it with us, or their colleagues.
Finally they need to ADOPT our solution, to ACT on our solution and buy into what we offer. We do this simly by gaining their formal agreement to act and adopt our answer either buy buying or signing up, or engaging with the solution. They need to adopt the appropriate behaviours and then give us feedback so we can improve out solution and process.
Simply put, by using this for step approach you will be able to engage and to persuade more effectively.