Persuasion is a vital skill in everyday life. From entrepreneurs to students, everyone needs the art of persuasion. In this article, we will explore the three key elements of persuasion and discuss how to effectively persuade people through these elements.
1. Sharply Focused: Expertise and Differentiation
Delving Deeply
Many people try to offer everything to the masses. This is the approach of large corporations. For instance, stores like Daiso or E-Mart sell all kinds of goods. However, we should take the opposite approach by delving deeply into a narrow field.
For example, a hospital in Seoul is renowned as a “specialty clinic for double eyelid revision surgery.” While many hospitals offer initial double eyelid surgeries, people visit this hospital for revision surgery because it specializes in it. By deeply focusing on a specific field, the likelihood of customers choosing you increases.
Niche Market Success
There is a small café that offers unique dessert menus alongside coffee. One of their specialties is “yuzu chocolate cake,” a menu item not easily found elsewhere. Thanks to this unique offering, many people visit the café. This strategy of focusing on a specific menu can lead to great success.
2. Authority: Trust and Expertise
Building Trust
Authority is about making others feel that you have expertise. For instance, when recommending chicken breast, a fitness trainer’s advice is more persuasive than that of a layperson. Similarly, a food blogger is more trusted about culinary recommendations than someone on a diet.
Persuasion Based on Trust
A friend once wanted to buy cat supplies and read two blogs. One was written by a person who had a cat for one year, and the other by someone who had a cat for ten years. Naturally, my friend trusted the latter blog more. This shows that experience and expertise greatly enhance persuasiveness.
3. Hooking: Captivating Techniques
Grabbing Attention with Content
Finally, captivating customers with good content is essential. The key here is using eye-catching images and compelling copywriting.
Success of Trevari Book Club
There is a book club that sells out every session despite the high participation fee. The secret lies in their unique and engaging hooking messages. Their messages present the book club’s theme in a non-intimidating way and offer hope of quickly addressing customers’ issues.
Conclusion: The Secret to Successful Persuasion
To summarize the three elements of persuasion:
- Delve Deeply: Avoid being broad and shallow; instead, go narrow and deep.
- Establish Authority: Enhance persuasiveness with trust and expertise.
- Captivate: Use eye-catching content to capture hearts.
By effectively utilizing these three elements, anyone can increase their persuasiveness.