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Persuade them Powerfully
Use human foibles to your advantage
A recent study from the Journal of Marketing makes it clear: Feelings over Facts when persuading last-minute donors.
The researchers found at the start of a campaign, logic motivates donors: I’ll donate if the organization proves its initiative is likely to succeed. But at the end of a campaign, to reach that big goal, emotion motivates donors. If I donate, am I part of something I value?
What does this tell us?
If you have a short-term campaign — days — use emotional appeals. If you have a long-term campaign — months, years — reason and logic win the day.
Why did I already know this without spending years on some research project?
Because the nature of persuasion is bifurcated.
People are persuaded along two routes: a logical one and an emotional one. This Elaboration Likelihood Model (ELM)is long-appreciated by those of us who rely on persuasion.
What the hell is that? you ask.
Bear with me. This is vital information for all entrepreneurs.
ELM states that in some cases, logic is persuasive. A logical — or cognitive — appeal triggers central processing. The listener evaluates or elaborates on the information. Elaboration takes time and…
