Clarity Trumps Persuasion

Clarity trumps persuasion." - Dr. Flint McGlaughlin - Director, MecLabs The following article was a written product created for a client who wanted to educate consumers on persuasive marketing- and I just did it! By April Brewster Smythe As entrepreneurs and business owners we all know how hard it is to compete in these tough economic times. Even when times are good, it has been said ad infinitum, that half of all small businesses fail. So, it just stands to reason that utilizing the persuasive marketing topics of your service or product might help set your business apart from others, and help you gain a competitive edge. As Dr. McGlaughlin states in the opening quote, “Clarity trumps persuasion”. In today’s marketplace, speed, brevity, and clarity are those key points that will help the business owner market effectively. The clarity of your message might become known as the core value of your company! In 1988, the advertising agency Weiden and Kennedy created the ‘Just Do It’ ad campaign for Nike. The slogan made advertising history because of its brevity, sharp edge, and targeted message. “Just Do It” was elected as one of the top five slogans of the 20th century. Why was the ‘Just Do It’ slogan so effective?

Because it included the three C’s of persuasive marketing! • Credibility • Clarity • Crispness These three C’s enable your customers and prospects to instantly understand the product or service you are offering. In today’s fast moving global marketplace, consumers just do not have the time to wade through lengthy and difficult to understand pages. Studies have shown that this is especially true for those who garner most of their information online. How do you, as a business owner or individual service provider enlist the three C’s as a persuasive tool? The answer is simple! You must provide clear, crisp, and credible content! Your goal as a business owner, entrepreneur, or service provider is to build credibility with your customers and future prospects. In order to do this, understanding persuasion and being clear in your message to an ever-growing audience, online and off is a major necessity. Specifically, you must create your message in a crisp manner. In order to save time and funding, seeking the services of a professional writer who knows the ins and outs of the three C’s would be the most effective course. A professional ghostwriter will understand the persuasive topics that are a central component in your industry. More than anything else, the professional writer understands that persuasion lies in lining up the needs of your customers with the products and services you offer. Remember, “Clarity trumps persuasion”, and sending a clear message to your customers and future prospects will guarantee immeasurable profits. Visit me at April Brewster Smythe-Custom Built Content