Every once in awhile I find it useful to remind myself that customers must decide for themselves if a product or service is right for them — marketers can’t do this for them. They trust their own opinions more than they do anyone else’s, from their point of view.

Therefore, the best way to persuade is to make it easy for customers to draw the conclusions that you’d like them to, to provide the information they need to make this happen. This point — that people believe what they decide, based on what you’ve presented to them, rather than what they’re told — is critical to understanding what makes persuasion happen.

Providing proof — in the form of experience marketing, testimonials, or product comparisons — that your product or service is the best and letting the customer draw that conclusion on their own, is much more powerful than stating the fact outright, even if it happens to be true.

[tags]persuasion, experience marketing, testimonials[/tags]

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This entry was posted on Wednesday, February 21st, 2007 at 2:14 pm and is filed under Tactics and Techniques. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.