The power of persuasion - lessons from kids

We assume that we have a lot to teach kids.

Reality is that they learn 90% of the things themselves - and the 10% comes from what we tell and teach them.

We have a lot to learn from them instead.

One such thing is the art of persuasion. 

And they have some really compelling lesson for media strategists, agencies and marketers.

Kids have 2 ways to get their way.

The first is the irritating power of pester. 
They eat into your skin and sink deep into the vicissitudes of your rational mind and push your possible patience to a threshold limit until you give up.
They nag you, ask you the same question again, and again, and again, and again, and again and again.... until you cave. Ýou'd do anything to shut them up from further embarassing yourself in the environment and to, most importantly - get them off your back, your skin, your now throbbing head.

The other way they ask for something is in their ever sweet, high potent cuteness and purposeful innocence. They know you can't resist their eyes and emotion filled pretty faces to again - cave in to their demands.

What's the lesson?

Think of a ad that hammers a very bland, on your face, oversimplified and highly rationalized piece of communication. Imagine this ad being blasted in every channel, in every touchpoint you possibly go to and every medium you visit.

That is the irritating pestering way to get a consumer to listen to you and take action. 
You've successfully chiseled away into his brain to plant that thought to buy your product. But I feel this destroys the brand relationship with a consumer. He is taking action out of irritation and sheer frustration, and chances are that he may never talk about the brand in a positive way. Most household commodities like dishwashing soap, floor detergents, handwashes, fans, lights etc use this style.

There is so little differentiation that the consensus is to say what there is to say so often that the consumer has no other option but to listen amidst his ocean of already unnecessary communication and content. We assume that we can have his attention - albeit in a negative and not so healthy manner.

The other way to approach this is by creating a compelling, insightful, emotional piece of communication that is precisely purposed with the intent to enter the mind through the heart. The communication strikes a chord with the audience that they can't rationalize and block but just feel. Action taken in this circumstance is more meaningful and it bridges the brand to the consumer in an emotional fashion. The relationship is made.

I am not saying that all communication need to be devoid of the pester. There are occasions when they probably work - during offers, sales, discounts and promos. Although, I do believe that there will always be a more creative and more effective way to handle those too that will do the job equally well.

We need to ensure that the brand is not alienating or intentionally creating an avenue for consumers to not like the brand. 

Unlike the kid, who the parents can't live without - in the case of the brand - consumers always have an alternative brand to adopt.

Kids may be naive - but they aren't dumb :)  

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