A rickety suspension bridge stands before you.
The ropes are frayed worse than your favorite dilapidated pair of slippers.
A mischievous breeze rocks the bridge back and forth as if it were her baby.
You’re standing on solid ground as your eyes focus down the pathway before you.
On the other side stands your adversary.
Your job is to persuade him to traverse the bridge and see the world from your point-of-view.
Not surprisingly, he prefers his current vantage point.
Metaphorically, this scene permeates through our lives.
A teacher persuading a class of kids to care about history.
A wife persuading her husband to help out with dishes more.
An employee persuading another to buy-in to a new initiative.
A child persuading Mom and Dad to let them play for five more minutes.
We’re not all marketers, but we all deal with persuasion in our day to day.
In order to become persuasive, you must be relevant. Anyone who has sat in enough marketing meetings with Erik Eustice knows this.
So, how do we make people feel connected with the matter at hand? Here are a few tips.
Tip #1 – Let your audience feel as though they’re becoming part of a select group.
Tip #2 – Tell a story and make your audience the star.
Tip #3 – Provide context that lets the audience see themselves in the situation.
You can see these three tips playing out (in order) earlier in this post.
Title – “Your Secret Weapon of Influence” – Secrets help to garner attention. Watch people’s body language when you lower your voice and speak in a hushed tone…. they lean in.
Opening – Could you see yourself in the story involving the bridge?
Context – Have you ever been a kid in a classroom or watched a kid beg Mom and Dad for five more minutes? This section was designed to provide context to increase perceived value of persuasion. If something is applicable to you, it becomes more relevant.
Relevancy is kind of like the wind.
The wind picks up and suddenly that kite in the garage is relevant to a young lad again.
You can buy a kite, but you’ll never fly it without the wind.
You can pitch your ideas, but they’ll never fly if they’re not relevant.
You need relevancy in your message for it to be heard.
If you’re having trouble finding relevancy, tell a story and help your reader to see their world inside of it.
We do this all the time; just watch Erik break down this William C. Rott ad that he wrote.
Less than 1% of the listening audience is in the market for a new roof.
Therefore, an ad strictly about roofing is irrelevant and ignored by the masses.
But a story is hard to ignore, especially if you see the world in a similar shine.
You just feel good about that guy who would help a sick squirrel.
Wouldn’t you feel good about him looking at your roof, too?
Create a relevant message and let er’ fly.