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Secrets to Experiential Persuasion

Written by: Carson Tang

Article Overview: Life can hand you a bowl of cherries.. you just need to know how to ask for it. Discover what experiential persuasion is and how it works in the brain of your audience to create better 'Top of Mind" experiences and more effective marketing campaigns for your product, service, company or personal affairs. This is a 'reveal all' that marketers don't want you to know about. It is an insight as to how people think, remember and process information, recall it, and to take action. This is a blue print to experiential persuasion and strategic marketing techniques. This article is written by Carson Tang who specializes in experiential marketing and strategic marketing to position audience behavior resulting in viral results.

Secrets to Experiential Persuasion

How would you like to build communities of empowered buzz agents, leave a legacy in your name, or achieve huge results? Attain your vision by deploying and mobilizing the human capital that is waiting for you to ask.. more specifically “persuade”.

Over 25 years ago I developed and produced an experiential exposition that took on a life of its own. It resulted in bringing to life a loyal community of hundreds of devote volunteer supporters, celebrated notables and award winning writers from across North America. It has become the largest convention of its type in the east and is respected worldwide. It has been enjoyed for two plus decades. Another community I am growing is a special interest group whose mission is to make a difference in this world and build a huge capacity for exceeding ones own limiting self through involvement within the group. This group has grown from 40 to 700 members in the two years since I have taken over driving its strategic direction.

Using a practical knowledge of experiential marketing and strategic events these juggernauts are just a piece of what results can be generated using experiential persuasion. You can create similar results using some simple techniques in persuasion whether it is in community building or building brand for your product, service or company.

Understand that “persuasion” gets you from point A to point B. It is built around “buy in”. Everything you do in life involves a form of persuasion and influence whether it is a teen wanting an iPod, someone seeking a better deal buying a car, a job seeker at an interview, or where a couple will ultimately enjoy their next vacation. If you want to be heard, if you want your vote to be counted, if you want to close more sales, and if you want your product, service or organization to be perpetual and sustained by others you will need to be like many of this nation’s most powerful people who in their capacity are the top master communicators and persuaders in the world.

EXPERIENTIAL TIP #1

The hierarchy of empowering human capital; Level 1 to Level 10:

Level 1 – Short Term Results

A - Control others
B - Use Coercion
C - Achieve Compliance
D - Gain Cooperation
E - Secure Commitment

Level 10 – Long Term Results

As you move from “A” (less effective) to “E” (loyalty and huge experiential results), you will find the techniques and strategies used to achieve (A-E) respectively will result in definable results where outcomes require much of your attention to achieve (A) versus a situation where a team will get the job done without much involvement from you (E).

STRATEGIC TIP #2

Be consistent, congruent, believe in and be passionate in what you share with others to get them on board. People can see through facades and falsehoods. There are connectors and mavens for everyone and every issue, you just need to make your story compelling and inspiring (making lots of money is also inspiring for some). Where your strategic marketing begins success follows.

People will follow leaders who can truly lead and those they believe in. When you are incongruent, people second guess you. When you are completely passionate about something you display complete confidence, and you crank up the motivation threshold for others to experience you and what your mission is.

PERSUASION AND SCIENCE TIP #3

Persuasion if done effectively is sub conscious – below someone’s radar. It is not right in your face, it flows like melting butter and anchors beliefs and memories into one’s un-waking state where millions of bits of information are flying through the mind and being processed for immediate action (typically 8,000 bits of information is the max we can deal with from the millions entering our mind every minute).

To prevent you from going insane your mind filters out what it believes useless and puts it where it can be easily retrieved. Since your brain believes this information important, persuasion creates bookmarks in Broca’s area of your brain. This is involved in language processing, speech production and comprehension. Imagine how powerful it would be for you to be able to train or influence the Broca’s area of your audience’s mind in how it interprets and processes information.

The other area in your brain where information is used for processing information is the reticular activating system. The mind has the quantitative capacity to process 5 plus or minus 1 or 2 pieces of information at a time. This is why zip codes and phone numbers are kept to a particular number of digits. This is a generic rule of thumb and a small percent of humans do not fit into this profile; however, the majority does.

In persuasion make sure you recognize information needs to fit into this quantitative capacity for people to recall and act on information you are sharing with them. “KISS” Strategy – ‘Keep It Simple & Stupid’. Make it memorable, relevant and emotionally powerful.

To enhance the results of persuasion even further you would access and seed impressions in the limbic system where information becomes transparent to logic. “The limbic system is involved in emotion, motivation, and emotional association with memory. The limbic system influences the formation of memory by integrating emotional states with stored memories of physical sensations.” – Wikipedia.

Effective recall occurs more quickly when information is readily accessible in the mind. Being associated with powerful emotions activates your limbic system and allows the firing off of synapses that command your reticular activating system (RAS) to call up select memories. This is the area where you have created short cuts to allow you to make quick decisions and take rapid action, e.g. ever drive down a road to the grocery to pick up milk and not even recall what streets you just drove down or turned on? It is your RAS creating a shortcut for you, so you don’t have process an overwhelming amount of information.

If your persuasion is subconscious it opens a dialog with the Broca’s area and limbic system of the brain. This creates stickiness and generates powerful results within the reticular activating system. An area where your audience’s guard is down and where they are more open to suggestion and information.

Bottomline – Take advantage of all modalities subconsciously and consciously to create total recall and action using experiential persuasion. Persuasion becomes more powerful when it is done subconsciously. There are different parts of the brain involved in this dialog and the conversation becomes automatic if you learn how to activate these areas of the brain and implement the right process. All communications between two or more people is based on a process. Think of how important it would be to tap into and share a subconscious dialog with your audience’s subconscious mind.

Carson Tang

Related Articles
  You may have heard of it before, but what exactly is ‘Experiential’ marketing?
  EXPERIENTIAL MARKETING New Consumer Research
  BUILDING BUZZ Word of Mouth a Key Benefit of Experiential Marketing
  Market Domination through Experiential Event Marketing
  Sell Don't Tell

Article Tags: experiential marketing, human capital, human capital, persuasion, persuasion, product service, special interest group



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