Balancing the Art and Science of Effective Sales and Marketing
- Ethos – appeal to credibility. Provide evidence that you are trustworthy through your actions and consistency. Provide 3rd party proof points and references that what you are communicating can be backed up by others in the community. Include video testimonials and case studies of customers just like your prospect. Document the tangible financial benefits, professional and personal success achieved by others just like the prospect to demonstrate low risk and provide examples of substantial rewards.
- Pathos – appeal to the emotions. To make a more emotionally charged impression, communicate your value in a story, and utilize visuals to make the story more memorable. Show contrast, painting a picture between business-as-usual and proposed improvements.
- Logos – appeal to logic and reason. Quantify the pains
and risks of the status quo, such as the “cost of doing nothing”. Address the
strategic and financial benefits that can be gained, including the ROI, key
performance metrics and quantified improvements within reach. Provide financial
justification and make it personal, relevant and specific.
The Neuroscience of Decision Making meets Aristotle's Art of Persuasion
- The New Brain (and Logos) - The neo-cortex is often referred to as the New Brain, as in evolutionary terms, it is the latest to advance. This part of the brain is responsible for thinking and processing rational information such as cost-benefit analysis, financial justification and ROI.
- The Middle Brain (and Ethos) - The middle part of the brain is where “gut” feelings are most often attributed (think “gut decision”). Your credibility is what counts. Providing proof points / success evidence is essential to give this part of the brain a fuzzy / warm feeling that the decision is a sound one.
- The Reptilian Brain (and Pathos) – The most ancient part of the brain in evolutionary terms, the Reptilian brain is responsible for survival. This part of the brain is responsible for “fight” or “flight”, and responds to visual stimulation / storytelling and contrast. Stimulating this decision making center determines whether your prospect pays attention / remember, feels empathy and connection to you, are motivated fundamentally by survival instincts to change, and are emotionally connected to your proposal and purchase decision.