LinkedIn’s recent State of Sales Report for 2017 indicates that social media is changing sales and our expectations around how salespeople should conduct relationships with customers. For example, 94% of those surveyed said they go to social media platforms to gain insights about customers.
We know that a large part of business centers around persuasion. Yet while most businesses struggle to persuade their audience and customers, for some it comes easily. What makes their message and content so persuasive?
- According to Keith Queensberry, it has to do with the structure of the content. In a study of over 200 SuperBowl ads found that those that those ads that told a complete story using Freytag’s Pyramid were the most popular.
- People are social creatures and relate to others via stories. Neuroeconomist Paul Zak‘s research indicates that our brains produce hormones during various phases of a story that only serves to keep an audience engaged.
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