Throughout the years, celebrities have been the face of many companies. Many of the Celebrities are models, actors, athletes, or spouses of celebrities.
A spokesperson is a “Celebrity or a well known and respected individual who serves as a regular advocate of a cause or product and, over time, whose name becomes associated with the advocated item.”
Wouldn’t you believe Bruce Jenner if he said that by eating Wheaties, you can win the Olympics too? Or wouldn’t you believe Kim Kardashian is she said she had gotten her hourglass figure from wearing shape ups? According to ftc.gov, you are more likely to buy a product if you see a familiar face using it also.
But these days having a celebrity face is just not enough to convince the buyers. So celebrity spokespersons have started to use some persuasive techniques in order to increase the effectiveness of the campaign.
For a second you may think how these strategies that celebrities use may help you in your business. Even if you’re not one of them the chances are very high that you can drive some crazy good results by just copying these strategies.
Let’s have a look at them:
Repeat. Don’t Be Shy
Talk to anyone well versed in learning psychology, and they’ll tell you repetition is crucial. It’s also critical in persuasion since a person can’t agree with you if they don’t truly get what you’re saying.
Of course, there’s good repetition and bad. To stay on the good side, make your point in several different ways, such as directly, using an example, in a story, via a quote from a famous person, and once more in your summary.
Choose wisely on what lines increase the effectiveness of your campaigns and don’t shy away from REPEATING it multiple times inside your campaign even if it’s a short one.
Give Them The Reasons To Choose You
Remember the power of the word because. Psychological studies have shown that people are more likely to comply with a request if you simply give them a reason why… even if that reason makes no sense.
The strategy itself does make sense if you think about it. We don’t like to be told things or asked to take action without a reasonable explanation. When you need people to be receptive to your line of thinking, always give reasons why.
Don’t worry if you think your product or service can’t be helped with this strategy. Switch on your television and you can see how advertisers use some crazy and most often insensible reasons why their product is superior.
Make sure you don’t give such an insensible reason, but anything that makes sense and is understandable to an average human must be good enough to make your campaign a superhit.
The Cliche Strategy. Consistency
It’s been called the “hobgoblin of little minds,” but consistency in our thoughts and actions is a valued social trait. We don’t want to appear inconsistent, since, whether fair or not, that characteristic is associated with instability and flightiness, while consistency is associated with integrity and rational behavior.
Use this in your writing by getting the reader to agree with something up front that most people would have a hard time disagreeing with. Then rigorously make your case, with plenty of supporting evidence, all while relating your ultimate point back to the opening scene that’s already been accepted.
This strategy is also widely used by spokespersons when they have to talk either in favor or against a product or service. People often trust this kind of person easily as it shows their genuineness.
Looking for guidance from others as to what to do and what to accept is one of the most powerful psychological forces in our lives. It can determine whether we deliver aid to a person in need, and it can determine whether we muster the courage to kill ourselves.
Obvious examples of social proof can be found in testimonials and outside referrals, and it’s the driving force behind social media. But you can also casually integrate elements of social proof in your writing, ranging from skillful alignment with outside authorities to blatant name dropping.
If you run out of ideas or the deadline is near then this strategy can be the safest bet you can play. Time and time again social proof has shown great results and when used in videos they also become super engaging and trustworthy.
Make The Difference Clear By Comparing
Metaphors, similes, and analogies are the persuasive writer’s best friends. When you can relate your scenario to something that the reader already accepts as true, you’re well on your way to convincing someone to see things your way.
But comparisons work in other ways too. Sometimes you can be more persuasive by comparing apples to oranges (to use a tired but effective metaphor). Don’t compare the price of your home study course to the price of a similar course—compare it to the price of a live seminar or your hourly consulting rate.
Maybe the toughest to pull out but if done correctly works like magic. Make sure you don’t try to defame your opposition while trying to compare but also ensure that your audience clearly understands the difference that’ll then help them to make a well-educated decision.
Agitate and Solve
This is a persuasion theme that works as an overall approach to making your case. First, you identify the problem and qualify your audience. Then you agitate the reader’s pain before offering your solution as the answer that will make it all better.
The agitation phase is not about being sadistic; it’s about empathy. You want your audience to know unequivocally that you understand his problem because you’ve dealt with it and/or are experienced at eliminating it. The credibility of your solution goes way up if you demonstrate that you truly feel the prospect’s pain.
Another persuasion theme involves providing your readers with a glimpse into the future. If you can convincingly present an extrapolation of current events into likely future outcomes, you may as well have a license to print money.
This entire strategy is built on credibility. If you have no idea what you’re talking about, you’ll end up looking foolish. But if you can back up your claims with your credentials or your obvious grasp of the subject matter, this is an extremely persuasive technique.
Unify … Selectively
Despite our attempts to be sophisticated, evolved beings, we humans are exclusionary by nature. Give someone a chance to be a part of a group that they want to be in—whether that be wealthy, or hip, or green, or even contrarian—and they’ll hop on board whatever train you’re driving.
This is the technique used in the greatest sales letter ever written. Find out what group people want to be in, and offer them an invitation to join while seemingly excluding others.
Address Your Audience’s Objections
If you present your case and someone is left thinking “yeah, but…”, well, you’ve lost. This is why direct marketers use long copy—it’s not that they want you to read it all, it’s that they want you to read enough until you buy.
Addressing all the potential objections of at least the majority of your readers can be tough, but if you really know your subject the arguments against you should be fairly obvious. If you think there are no reasonable objections to your position, you’re in for a shock if you have comments enabled.
We can see how in the media and in particular advertising, the process of persuasion is critical in order to achieve success through the process to convince the audience to acquire certain products, either goods or services.
To achieve persuasion, advertising media uses different methods and strategies to present a product or service as something necessary for the consumer.
We are surrounded by advertising everywhere. Posters in the subway, clothing brands, advertisements on television, making us feel we are constantly being targeted by persuasion messages which are impossible to get rid of it.
Advertising is executed by people and, therefore, is subject to the same virtues and their same defects but, what is very important is to acknowledge that it is a powerful communication tool.
For that reason, it is important to learn more about the different persuasion strategies that are used in the media in order to determine when we are being targeted to get something that really we do not need or convince us to change our principles.