Facts are great. They are very usefully in a lot of situations. They ground us to reality and when we work off of them we avoid looking foolish (most of the time). We rely on them heavily our jobs, mine especially as an engineer. Also, when we want to formulate opinions and gain confidence in our positions facts come in really handy.
However, they really don't work well for one little thing. Convincing people of just about anything. Think about it. Despite most people's professed dedication to reason and logic what methods are used in marketing? Businesses use what works to sell their products. If they don't they don't stay in business. So good marketing, whatever the form, is going to be the pinnacle of effective persuasion.
So, what do marketers do? Do we see commercials outlining the differences between how long the flavor lasts in bazooka bubble gum verses store brand? Do we have apartment complexes putting up billboards explaining the affordability differences between them and purchasing a house? No. The commercials tell you to buy detergent because the commercial family looks beautiful and perfect. We have deodorant commercials showing you will be tackled by swarms of sexy women the moment you don their product. We have presidential candidates telling us they will build the best border wall you've ever seen.
If logic and facts ruled that would not be the case. When it comes down to it, we make decisions based on emotion. In fact quite often the facts we use, if any, are used post decision to give us more confidence.
So, use facts. Use as many as possible. So good facts, the best facts! But realize that you aren't going to convince many people of anything based on them. Use emotion. Speak to the identity of your audience. What are their aspirations? How do they see themselves? That is what creates a compelling argument.
No comments:
Post a Comment