Marketing - The Bold Approach Method

The Power Of A Thesis In Persuasive Writing

The ability to write persuasively is one of the most
powerful tools in a marketer's arsenal.

And yet most people don't understand persuasive writing.

They'll spend thousands of dollars learning copywriting but
they won't understand the key elements of persuasive
writing. 

For example how to identify your thesis.

Now before you hit delete and think I'm about to start
talking about things you hoped to never think about after
college, stop.

Your ability to find a powerful thesis and prove it will
determine the persuasiveness of your communication. Average
writing is not directed, there is no tension, nothing compelling.
There is no direction, it is all over the place.

Persuasive writing does something else altogether. It allows readers
to instantly grasp how your message applies to them.

No one is better at explaining this than Kalinda Rose
Stevenson, one of the world's foremost experts on religion,
theology and mythology. I review her book "What's Your
Point" http://www.writetopersuade.com/whatsyourpoint every
time I write anything that I need to be clear and persuasive
about.

It reminds me to make my thesis appeal to the reader, no to me. It
reminds me that it is about what is important to them, not
what is important to me. When I write for the reader I get what I
want.

Whether you are writing to persuade an audience of one or
one hundred thousand, know what it is that you want to say,
know how it appeals to your audience and then set about
proving your point.

Focus on being persuasive in all your writing, start with a
powerful thesis and build your argument around that.

By the way, this applies to ads that you create in any
media, it applies to your sales pitches in person or in
print. The thesis is the central starting point.

I'll be expanding on this more in future posts.
Practice identifying and leading with your thesis and
we'll move into some new distinctions shortly.

Urban Legends and Marketing - There is a connection

I was recently interviewed for the Contra Costa Times about urban legends and how they spread and why they spread so quickly today.

My answer was quite simple. The internet and people's willingness to pass along things that sound and look amazing. (You can read the whole article here: Can Nessie Survive The Internet)

There is also a marketing lesson there.

People love the spectacular, the plausible, the frightening possibility of what they want to believe.

The very same elements that make myths powerful and persistant are the elements that make your advertising work, your copy more interesting and that gets your customers to spread your message.

You don't have to lie or create something that isn't true.

But you should create your own legend. Watch this short video that explains how at www.realworldbranding.com then get a copy of my book Persuasion: The Art of Getting What You Want and learn how to leverage persuasive storytelling and increase your bottom line right away.

If you don't, aliens with the help bigfoot will surely visit you tonight.

DISH Network Scams The Elderly And Defends It

While customer service in the United States has reached so many new lows it is almost impossible to keep track of them, DISH Network has stooped to new levels in poor customer service and conflict resolution.

An elderly man bordering on dementia (72 years old) in MN is being charged for DISH Network Service that he doesn't receive and didn't order. In fact, the apartment that he lives will not even allow DISH to be installed in the apartment building.

When he had no success resolving the issue with DISH Network directly, persuasion expert Kevin Hogan got involved. What ensued is one of the most disgusting examples of poor customer service I've ever seen or heard of especially when directed at bilking the elderly. You'll be as disgusted as me when you read this conversation that occurred between Kevin and DISH Network's Conflict Resolution specialist. Unbelievable.

There is a business lesson in all this though, click the link below to learn the lesson.