Any piece of brand or marketing communication seeks to persuade audiences to do something. Now a new book promises to reveal the science behind the art.
As copywriters, persuasion is what we do and language is how we do it. As an agency, we've helped top brand agencies and companies influence audiences and regularly teach a Guardian Masterclass on how to write persuasive copy. We reviewed Robert Cialdini's Yes! 50 Secrets from the Science of Persuasion and found it a proper page turner. It's safe to say we were intrigued when his new book emerged last year promising 'A revolutionary way to influence and persuade'.
PersuasionBut what is persuasion, exactly? William Bernbach was one of the twentieth-century's most successful advertisers, so he knew a thing or two about how to get people to do things. But his much-quoted claim that "advertising is fundamentally persuasion and persuasion happens to be not a science, but an art," doesn’t ring so true in the twenty-first century.
|Does this count as 'guiding preliminary attention strategically'?|