The Guardian explores how a quality of ruthlessness was used in some famous slogans for important causes made to effectively make a deep impression and captured their attention and support. The article emphasises on the importance of considering emotions as the secret ingredient for the success of a campaign. Emotional content connects audience to the organisation’s ads and urges people into acting.
This brings me to Nathalie Nahai, a web psychologist and international speaker, keynote from last week #SEObrighton conference. Charities need to design a persuasive toolkit that Nathalie articulates in the three phases: grab, provoke, convert; transforming your audience in active participants (either buyers or donors) is just as essencial and requires just as planning as engaging your audience. To do so it’s important to understand the phycology of decision making: unsurprisingly, decision making to take action is an emotional process. ‘Trust’ is another factor which is important to consider while trying to get people to take an action, and to get your audience’s trust you need to establish a construct your message based on homophily, as people get attracted to others who share the same values as them. Thus, for an effective communication demographic and psychographic research is essential.