Psychological research proves that in order to achieve the purpose of persuading consumers, the following conditions must be met: (1) Make the recipient resonate with or care about the persuader's appeal;
(2) Make the recipient take certain actions according to the persuader’s instructions;
(3) Make the recipient and the persuader take the same step or position;
(4) Make the recipient agree with the persuader’s opinions or actions;
(5) Make the recipient pay attention to the persuader’s position or belief.
The persuasion of soft articles is achieved through appeals. The so-called appeal refers to the entire psychological activity process in which external things prompt people to realize and act. Advertising appeals are to tell consumers what needs they have, how to satisfy them, and to urge them to buy goods to satisfy their needs. The general methods are: (1) Perceptual appeal; (2) Intellectual appeal; (3) Emotional appeal; (4) Conceptual appeal.
(1) Perceptual appeals are appeals using direct or indirect forms of things. Direct sensory appeal makes people feel immersed in the scene. Personal experience can easily enhance people's confidence, and advertising effects are generally better than indirect perceptual appeals. However, indirect appeals can be widely used and are not limited by time and space. Therefore, in practice, most advertisements use indirect appeals and use direct appeals as an auxiliary means.
(2) Rational appeals focus on using reasoning to directly state the benefits of the product. Soft articles that use rational appeals are mostly technical products or products related to personal safety.
(3) Emotional appeal uses a humane approach to focus on mobilizing people's emotions and inducing their purchasing motives. Emotional appeals focus on satisfying people's "self-image" needs.
(4) Conceptual appeal is to establish a new consumption concept or change an old consumption concept through soft-text advertising, so that consumers' consumption concepts will change in a way that is beneficial to the enterprise.
In the promotion of soft articles, clever use of these types of appeals can achieve considerable persuasive effects.
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