Persuasion by Polarisation
Polarisation as a technique of persuasion is as old as time. The word carries a negative sentiment - conjuring up images of people divided, with contrasting ideas or beliefs. In history, at its most extreme polarisation descended into disagreement and persecution - one group righteous and worthy, the other isolated from society as a means of conversion.
Polarisation is the word that springs to mind when I look at the ‘vaccine divide’ and the increasing social pressure on those who have chosen not to take it. Rest assured, this is not going to be a Musing on the Vaccine, there are enough opinions already in circulation on that.
Over the past month, as I watch events unfold on how the techniques of social pressure and exclusion are being used to influence anti-vaxxers to take the vaccine , I cannot help but see the similarities on how we (albeit more gently) aim to influence purchase in marketing: “Do as I do”, “Only VIPs permitted”, “Don’t miss your chance”, “#Trending”, “x offers redeemed already” - Overwhelmingly the emotional language is one harnessing fear (of missing out or being left out). It is well known that ‘loss aversion’ triggers response.
However, experienced marketers know that employing fear will not persuade all people - and could lead to resentment. Some people will actually retreat further into their ‘habits’, and conversely become more deaf to the messages they are receiving. They will become more rooted in their beliefs - and more vocal in their criticism of your product. More sceptical of the results.
How else then can we influence?
Effective marketing is about understanding psychology, and psychology tells us that trust is the key to all interactions. The creation of trust will enable safety and curiousity, curiousity well answered will engender more trust and then anticipation and expectation, expectation delivered is action, which is then rewarded with emotions of joy and pride. Fear (guilt, urgency, isolation, anxiety) does not have to be used at all, instead we have just positivity.
So, we could say instead: This could help, Here’s something to look forward to, We appreciate you.
Trust creation starts with honesty and transparency - admitting when you don’t know, or you get it wrong. Showing humanity and empathy, especially a cultural understanding. Hearing the criticism - perhaps inviting it so that you can improve your service/ product - and responding to feedback openly and publicly. It will involve identifying individual needs and desires, learning what content resonates, and what doesn’t.
Let’s move away from fear, and work to create trust.
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