Persuasive Purchasing: Our Heads & Our Hearts

Purchase Decision - Trans

Leveraging Appeals

You can position your customers towards your brand in any way you want, simply by leveraging 3 key modes of persuasion.

Ethos (ethical), Pathos (emotional), and Logos (logical) all affect an individual’s mind during decision making. These appeals are combined together into two types: informational and emotional.

Informational Appeals

Advertisements can often persuade consumers by providing them with factual or statistical information. This allows them to present a case of the benefits of their brand, explaining their advantages over their competitors.

Ashley & Martin is a perfect example of using informational appeal. By using the statistics of their results, they inform consumers of how effective their service is. Combined with a professional and medical atmosphere, it creates a persuasive message of credibility, thus swaying consumers to choose their brand.

Emotional Appeals

Emotional appeals focus upon a consumer’s emotional desires rather than their needs. When choosing to focus on emotions, the main goal is to create a bond between brand and consumer. This approach, if used correctly, can yield strong success due to the nature of human emotion.

Take a look at one of the adverts Qantas produced as part of their “Feels Like Home” campaign in 2017:

This whole campaign was created to induce emotions linked to family, home and nostalgia – and then associate those feelings with Qantas. By establishing such a personal, heartfelt connection it gives the brand an edge over other airlines.

Whilst many leveraged appeals are positive, like happiness and humour, other emotions such as fear can also be highly effective. A good example of this is the Alcohol Think Again campaign, which used fear to dissuade people from binge drinking.

What Kind of Appeal You Should Use

Your brand image and the message you wish to convey will affect the type of appeal you use. For example, creating an emotional bond for an appliance advert could be tricky and therefore prove to be less effective than an informational advert.

That being said, there is also no rule which suggests your ads need to be one way or the other.

The best approach is to start with your end goal – your sales pitch – your take-away message – your identity… and then build your persuasion techniques and your advertisements around it because the association you make is how people will remember you.

If you would like to read up on more ways to transform your brand, take a look through some of our other journals here.

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