Although rational matters prevail in consumer decision-making, there is also an emotional part that companies cannot overlook. In fact, it has always been said that whoever does not excite, does not sell. Now, influence is not the same as persuasion and has nothing to do with manipulation. How are they different and which to use in business?
Influencing consumers
For a company to achieve its objectives: expand market share, increase sales, or publicize a new product, it must be based on efficiency and good work. In addition to trying to be productive, communicative, and transparent.
However, studies on influence, persuasion and manipulation indicate that not only rational aspects are involved in consumer decision-making. The emotional part also has a lot of weight. That is why the company can resort to various strategies such as Storytelling to effectively influence users.
Persuasion in business
If a company puts itself in the place of consumers, it can influence and persuade them. But above all think about what excites them, that activates or that invites them to acquire a certain product or make use of a service.
It’s not just about improving productivity, having the best employees and the most effective leaders. But also, with teams with large doses of communication that know how to reach just where the target audience is.
Influence and persuasion, but not manipulation
When designing a strategy, the header should not miss tangible and intangible objectives in the short, medium, and long term, always thinking about the user. The key question lies precisely in the need of these customers, in their suggestions and their requirements. In assessing what they demand and how we can be the first to offer it better than anyone else.
And to achieve this, what cannot be used is manipulation. It won’t be useful to communicate a good message if it is not truthful or if we will not find the solution they expect. And, while persuasion creates lasting relationships; manipulation, destroys them. While influence appeals to common emotions, manipulation kills trust.
And in addition to influence and persuasion (and not manipulation) there is room for loyalty.
It is not about manipulating the minds of customers, but about reaching them as we are. To give them the trust they deserve, to meet their needs and offer them the best possible experience. And this is how from one point we arrive at another equally important: loyalty. A trust that lasts over time and that turns emotions into feelings and positive messages that consumers transmit to others.
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