Remember the defunct Platinum Habeeb Bank, PHB? Their advertisements were such a beautiful blend of humour, quality graphics and rich content. Their core message was so good at making everyone believe that impossible doesn’t exist in their own planet. The imagery created after watching the scrabble player who brought out his own PHB dictionary to prove the word ‘impossible’ doesn’t exist was massive, so was the other clips which showed car running on water; car driving itself; and a basketball player dunking in space. Even though these adverts contained strong persuasive messages/contents, a potential customer who had zero idea of what scrabble game was all about would have poorly related the first message… and this is where your recipient or target audience determines your type of message in persuasive communication.
In a doctor-patient interaction, a doctor has no obligation marketing DASH (See What DASH Is All About Here)to a 25 year old man with stomach ulcer, rather his message should persuade the young man so as to adjust to diet and lifestyle that would improve his condition.
Do you agree with me that the more focused your message is, the more persuasive your communication becomes? We would see about this soon.
In the first part of this title, Wumi lost her market, I don’t believe her friend stole her brand! Her idea was superb, but she lost her target audience because she refused to define them in the first place. Not everybody would be interested in buying your beautiful ideas, however, if she had invested a proportion of her efforts into marketing her onion paste to students and bachelors, perhaps things would have gone other way round. Start-ups experts would have told better… I’m afraid this is not my field.
Learning Persuasive Communication, I Discovered These Key Players:
This is the person or organization dissipating the message and is required to possess some basic features to effectively persuade the recipient with its message.
Femi believes unemployment has made all the young ladies turn down his proposal. Well, permit me to clarify that not all ladies marry for money, in fact that is the truth. There is also a place of interpersonal attraction. In psychology, matching hypothesis or similarity hypothesis explains pairing occurring in a way that an individual only tends to seek others who have similar level of physical attraction—Physical attraction towards your recipient is an important feature of a persuasive communicator. This is not only important in advertisement, business marketing and oratory. Without a strong persuasion, how do ladies still get to marry unemployed men? Attraction plays an important role!
Other features of the communicator that may influence the recipient’s attitude and belief:
2. Being a recognized opinion leader, your recipient or audience seeks to always hear you out and believe what ever you say.
3. If you belong to a reference group, there is more possibility that your recipient would believe in your message more. A member of an important society in town gets his message better recognised.
4. When there is a genuine motivation in the form of reward. For example, Shoprite store tells you to buy one of her microwaves and get a blender in return, most times you are left with no other choice than to get persuaded. This is seen in many business promotions. Another example is a rich and famous man proposing to a lady to marry him and inherit his affluence or Kingdom. I bet many ladies would think about this twice.
5. Expertise: This is where focused messages play a great role. Because experts dissipate focused messages in their field, the recipients of their messages get better persuasion. I really doubt if you would get persuaded if I started writing on topics like ‘How To Sustain Your Business’, ‘How To Become A Successful Musician’, ‘Knowing Your Civil Rights’ and so on, even though everyone may possess an idea or two on these topics, it takes experience and expertise to dissect and dissipate the respective topic persuasively.
It is like choosing whether to attend a seminar on women health that’s organised by a specialist in Obstetrics and Gynaecology or attending similar program organised by a general practitioner or internal physician…
Your Message And Your Recipient
The Recipient of your message can either be the very intelligent or the less intelligent, the very literate or the less literate. They all determine the kind of message you dissipate.
In advertisement, complex messages are more appreciated by the intelligent and very literate ones because they are aware of many similar products and the competition out there, hence, they tend to reason from your message if your product is indeed better than others. An intelligent recipient expects a deep rooted content, he refuses to be persuaded by shallow content. If you tell him you sew shirts and corporate wears that he should patronise you, he would ask you, why should he? He would ask you for samples and ask you what makes your wears better off the ones he gets at the boutique? Hence, your message shouldn’t be too simple and shallow.
A less intelligent recipient would easily be moved by simple and shallow messages.
What about scary messages? They are better suited for the intelligent and mature recipients, a communicator would not want to play his documentary video on paranormal activities, ghost hunting etc. for a small child. The essence of his message would be to persuade his recipient to believing that ghosts exist, but by showing such video to a child, he would not only be scaring the heck out of this child but also make him or her see ghost in visible light. #smiles.
In doctor patient interaction, it is now more difficult to tell your literate patient to take any drug or treatment without explaining the nature of the treatment and side effects of the treatment. Sometimes, they only get persuaded after the treatment must have worked wonders in them. Two nights ago, I had a case of an asthmatic lady in acute attack. By her dressing, I knew my patient/the recipient of my message is literate. I asked her if she had her inhaler with her and she immediately brought it out and told me she had used it severally but wasn’t working. To be sure she knew how to use it, I asked her to use it in my presence and she did correctly—all these in less than 30 secs. So I made a very fast documentation and sent for the nurses to bring some medications for her. I was shocked when she said, ‘Doc, is it aminophylline you want to give me, please nebulize me instead, it is what I’m used to. I don’t want aminophylline injection.’ She couldn’t tell me in particular why she refused the treatment, or whether she reacts to the medication. Without wanting to waste time to tell her why I would want her to go on my choice of treatment, I ordered for nebulizing machine and I nebulized her, knowing that was also an effective way to stop her attack after all. After the first course of nebulization, she was still wheezing loudly, I stared at her with displeasure and immediately retrieved her hands to insert an intravenous cannula. She had no other choice but to nod in agreement.
Not long after receiving intravenous aminophylline treatment, her wheezing disappeared and she smiled. I could have initially forced aminophylline on her but I could have gotten sued if anything happened to her, whether as a result of my treatment or not… Now her belief was totally changed towards the aminophylline treatment. She got persuaded!
More often than not, persuasive communication do not force messages on recipients… recipients only get persuaded after you and your message must have caused a change in their attitude and beliefs. After all, in the real sense, a bold man does not possess any true special weapon of influence, but for his power of persuasive communication.
Thanks for reading today’s post.