Digital marketing and art of Persuasion

Are you struggling to get the copywriting on point? Or, are you aiming for something as big as digital marketing?

Well, in any case, if you can't convince people, the problem isn't in your strategy, but you need to work on your persuasion skills.

In the present world, people value persuasion more than anything.

You see, effective persuasion skills can sell things, influence others, and win success for you.  It is not only a soft skill but also a valuable skill.

The need for persuasion is important in all aspects of life. To give you an idea:

• Sellers persuade buyers,
• Candidates persuade employers,
• Politicians persuade voters

And the list goes on.  That is why an individual who can speak well holds a lot of importance in our society.  They can win the game by using their tongues only!

Aristotle and art of persuation

And, here's the fun fact; such people aren't born with amazing speaking powers.

Everyone comes into this world with a speaking ability, but only a few people polish it to become a master of persuasion.

To master this skill, you only need to understand the art of persuasion, which is not a new concept. In fact, it was discovered back in the 5th century.  Yes, you heard that right!

Back in time, a famous Greek philosopher laid down the fundamental principles of persuasion.

Since then, the most famous entrepreneurs and business owners have found success using some of these principles. It is indeed a simple but creative solution.

You must be curious who this philosopher was? Well, don't get surprised, it was Aristotle.

History claims his persuasion skills were so strong that he would be considered one of the best copywriters if he would've been present today.

Continue reading to know more about Aristotle's much-valued rules of persuasion!

Can Aristotle Teach Us Digital Marketing?

To figure the answer to this question, you need first to understand what digital marketing is?

Digital marketing and Aristotle

Fundamentally, digital marketing refers to the practice of promoting services and products using modern devices and techniques. It may involve

• Social media marketing,
• Email marketing,
• Website creation,
• Video-making, etc

Amongst all these activities, there is one thing common - persuasive language. Not a single thing in digital marketing goes without convincing or selling the stuff.

And if you consider how it came into being, you'll ultimately trace back the roots to Aristotle.  How so?

Around 2300 years ago, Aristotle observed a group of the Sophists and started questioning their ways.

Aristotle

The Sophists were teachers, specializing in music, philosophy, mathematics, and such theoretical subjects.

Their primary purpose was to promote winning and succeeding in all fields.

Aristotle realized that these people teach based on emotions without considering facts.  They were misleading people up to some extent.

Naturally, being a Greek philosopher, Aristotle questioned everything, studied himself, and assessed whenever he came across the common versions of persuasion.

He thought, what's the purpose of doing so? He wondered, can persuasion be based on both facts and emotions?

The works of Aristotle the famous philoshopher

In the end, his thinking and research resulted in a 'yes.'  Based on which, Aristotle explained his idea of persuasion, which works for digital marketers even today.

We will talk more about this in the later section of the article.

So, considering this connected history, we believe it's a big, big yes!  Aristotle can definitely teach us digital marketing.

Perhaps, even better than the current mentors as he has set up the basics.  If your roots, practices, and beliefs are on the right track, you can easily reach the heights of success.

Ethos

Have you ever wondered why you trust someone?  First up, it is human nature.  People demand evidence to consider an individual as a friend.

And that's where Aristotle's first principle of persuasion mastery steps in, commonly called as Ethos.

The term Ethos refers to that element of one's speech which you call as attention to your credibility.

According to Aristotle, backing up your claims with evidence could lead to the development of trust.

Even an insight into your credibility can increase the chances of gaining the audience's trust.  It could convince them and influence their decisions.

Aristotle ethos

In simpler terms, an opinionated argument is of little value. It would be ineffective until you provide valid reasons for your claims.

And they may include any value or data, be it achievements, experience, or even moral values.

As a company or business owner, you can display your
• Achievements,
• Verifications,
• Reviews

Sharing these assets of yours will help you win the trust of your prospective clients. For digital marketing, you can create a section on the official website dedicated to credibility.

If you are running a skincare products company, make sure to display all the authorities' certificates that have verified your product.

Aristotle and digital marketing

You can even put up lab test reports to gain the further trust of your potential customers.

Plus, increase the usage of positive terms when describing your company's values. For example, you can use:

• Quality,
• Premium,
• Fair,
• Honest, etc.

Moreover, you could provide simple reminders, such as your company's mission. Mentioning that you prioritize general welfare may increase the worth.

But remember, to maintain long-term work relations, make sure you deliver that which you promise.

Logos

When Aristotle talked about Logos, he also emphasized the need for reason. 

Aristotle logos


Precisely, it is the same as convincing your customer that your product and service meets their needs the best.  A few ways in which you can convey these benefits to your audience include:

• Advertisements,
• Product descriptions,
• Demonstration videos,
• Reviews from satisfied clients, etc

It is considered the most persuasive element among all as you can't sell your product or service to a customer without explaining its benefits to them.  Can you?

Nobody would buy your product, even if it looks great, without understanding how it can solve their problem.  However, don't forget it depends on Ethos and Pathos equally.

Pathos

If you ever got a chance to watch TED talks, you must have noticed how the majority of speakers convey their message through storytelling!

According to one TED talk curator, this way, the audience feels more connected.  As they listen to the speaker's personal experiences and incidents, they relate deeply.

Thus, these speakers gain a much more positive response as people can visualize their perspectives.  And, this is persuasion.

Back in time, Aristotle specified the need for emotion for better persuasion.  People act according to the feelings they receive from the speech.

And Aristotle identified storytelling as the best method to communicate feelings

Aristotle pathos

But Pathos can also become dangerous at times.  Overdone descriptions and fluff can easily convey feelings of manipulation.

You see, poor emotional appeals can reduce credibility and reliability.

But when used appropriately, Pathos can encourage the audience to take the required action.  It connects both the speaker and listener on a different level.

Hence, in digital marketing, you should add a personalized touch.

Try crafting the About Us section of your website by telling a story.   Or, add chunks of stories in the content you post on social media.

Plus, you can trigger the emotions by asking interesting questions in the content.  So, ensure the writings you put up for digital marketing have a flow.

You can also add emotional images relevant to your company

Last Words

Well, Aristotle has left his wise words to guide us through.  But the effective implementation of his ideology depends on every digital marketer.

Just like Ethos, Logos, and Pathos need to work together to yield fruitful results, your ideology and plan-of-action need to work together too.

Only developing and gathering ideas will not do much good to you.  You should put your research to use by incorporating relevant and effective tools. 

Let's say you want to put Logos to practical implementation, try to get genuine and useful reviews about your product.

Use these reviews as a source of credibility to circulate the word.  It will help your potential customers know about your product, and attract genuine buyers.

So, familiarize yourself with all the lessons of Aristotle and implement those learnings into action!

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