Attempting to change someone else’s mind, no matter the subject, can be a difficult task and requires many different techniques. The last time I set out to do this was during a discussion my husband and I had about where to go for dinner on our weekly date night. We both had been thinking of options throughout the day and were each convinced our suggestion was better. Even though this is an extremely trivial subject, we both made our arguments and tried to convince the other that we had the best choice. I wanted to eat Mexican food at a local place and reminded him how good the chips and queso were and that he loved the burrito he ordered last time. So basically, I attempted to manipulate him by bringing up a past positive experience we had there. I also reminded him how reasonably priced the food was because his restaurant choice, a steakhouse, was more expensive, and I tapped into his desire to stick to a budget by reminding him of the cost difference. Ultimately, I was successful, and we chose to eat at my restaurant, so I think my negotiating tactics changed his mind.
Both of the tactics I used can be used in marketing communications, and while I wasn’t fully aware of what I was doing at the time, I successfully convinced someone to align with my way of thinking. Reminding customers of a positive experience they had with the product or service you are marketing is always a great tool. Testimonials are definitely something that consumers can relate to and are used in various advertisements (Frostbolt, 2024). The second tactic I unknowingly utilized was highlighting the product or service’s affordability. In a world where the prices of everyday items are constantly increasing, reminding customers that their product is affordable is sometimes enough to persuade them to purchase. This can be done in a variety of different tactics and is usually extremely successful for marketers.
References:
Frostbolt. (2024, April 24). The Power of Persuasive Advertising: Techniques and Examples. Frostbolt Blog. https://frostbolt.blog/marketing/persuasive-advertising
Chalk, R., & Chalk, R. (2023, May 22). The Art of Persuasive Advertising + Techniques & Examples. Workamajig. https://www.workamajig.com/blog/persuasive-advertising-techniques
