Aristotle described rhetoric, the art of persuasive speaking as having several components those being the characteristics of the speaker : ethos, the power of the message : pathos, and the logic of what is being said : logos.
Aristotle may have been a social media guru in today's world.
A credible speaker, a relevant message, the way in which the message is delivered, being innovative with the message and importantly picking the right community to deliver your message to are the key ingredients for any marketing campaign but especially one which can get instant delivery and feedback such as social media.
So what are these components one by one and how do you maximise your cut through when using social media?
The Source
Credibility 101. So you want to say something. Just who do you think you are? What credibility can you muster?
First : know what you want to say and then determine if you actually can command the authority to say it with believability. There is absolutely nothing wrong with using other sources to quote. The key is to have an opinion on it.
Having an opinion brings with it the power of credibility of authority. If you can combine that with charisma and being real then you're on a winner.
That is why videos work so well.
If you haves something to say then deliver it on person : that is video yourself, staff and anyone that interacts with your clients and talk about what you do for your clients and why.
The best and most powerful source of the message is and should be you.
The Message
It is not the 1990's anymore or worse the 1980's. Fear and greed may work : but it is short term and transactional and if you truly want to engage design a positive message that speaks to the dreams hopes and desires of clients. They want to learn, they want to bond and they want to acquire a better life. Design your message so your clients can see that your services are accessible and let them bond with you.
The Distribution of the message
So what's it going to be : words, visuals, audio, pod cast, text messages, snail mail : in a social media world : video, visuals, pod cast, pictures, : enhance the message by reaching the audience in multiple forms that appeal to different learning styles and stay longer in short term memory. Reinforcement of the message by multiple means cements the proposition in the minds of your audience.
The Right Community
Who are you trying to recruit to your message? Are you crystal clear on who is your ideal client? Only if you have a picture and an understanding of what is important to your key market will you have success. This means that for a time you are going to have to listen to your target audience, where they congregate, understand what they are following and what messages they are consuming. Only then will you be able to construct your message to be relevant and real to your ideal clients.
Those are the main ingredients.....next time ....the how you can actually persuade people to make the right choice of using your services now that they are listening.
No comments:
Post a Comment