The Power of Positive, and Negative, Persuasion
While effective marketing communication usually aims to guide audiences toward positive outcomes, overly optimistic messaging can often fall flat. The most impactful marketing campaigns strike a strategic balance between a “Push” away from pain and a “Pull” toward a compelling vision of the future.
Here are two TV spots, both successful, that use either PULL us toward a more attractive situation or PUSH us away from a negative outcome.
Chances are, you’ve seen more pull persuasion applied in broad brand positioning. These ads create positive feelings that promoters want us to associate with their brands. Think Coca Cola, Nike, or Old Spice. It’s also very likely that you’ve seen push persuasion applied in situations that require immediate or drastic action. Envision anti-smoking campaigns, animal rescue appeals, or almost every political ad you’ve ever seen.
In his book, “The Primes,” Chris McGoff defines his version of Push and Pull persuasion. While focused on improving teamwork, McGoff’s insights extend well beyond team dynamics to offer powerful strategies for brand positioning and effective selling. I’ve always been inspired by Chris’s framework and have used it to help customers explore the push and pull influences.
One particular exercise — The Stake — helps leaders (or brands) establish shared intent with their audience by expressing what’s at stake. McGoff says audiences will be listening in one of three mental languages:
- Logical (Head)
- Emotional (Heart)
- Financial (Wallet)
Think about the attributes that set your brand apart. When you put them in front of your customers and prospects, are you appealing to their heads, their hearts, or their wallets. Do you push them to take urgent action to avoid pain? Or are you pulling them toward a better experience in the future?
The best brand promoters know exactly when to apply push and pull appeals. Some will put both into a single promotion, helping their audience understand pain while creating a pull toward their brand as the easy solution… as in this Volkswagen ad:
What’s Next?
Want to find ways to quickly establish strategic connections with your audience? Let’s hold a Brand Discovery Workshop with your team. You’ll be a few short weeks away from moving your brand forward.
0 Comments