This post is part of a series on Design for Engagement.
Engagement > Persuasiveness>
|People like books Oprah likes.|
Everyone is more receptive to proposals from people (or brands) they like. The cause of liking may be physical attractiveness, or charisma, or charm, or because we identify with them.
What does the girl in the beer ad know (or care) about beer? Why do we think George Clooney knows anything about coffee? In fact, we don’t think about it. Nevertheless these promotions work.
|The oldest trick in the book|
Generally, if your customer identifies with something or someone, they will like it. People identify with propositions that reflect themselves. If you think about your favourite TV show, you’ll probably find there is something about your favourite character that reminds you of yourself. (I’m pretty sure this is why I like Breaking Bad).
- Connect your proposition to something or someone your audience already likes.
- Help your audience identify with your proposition by reflecting aspects of themselves, such as physical traits, gender, age, race, religion, nationality, interests, etc.
Is this how you see things? ...or have I missed the bigger picture? Share your view. Leave a comment below. Please engage.
This post is part of a series on building customer engagement.
If your interests extend to theory and philosophy, please check out my other blog.