It’s no secret that persuasion is prevalent in all aspects of life.
Companies want us to shop for their products, organizations want us to donate to their cause, and politicians want us to vote for them. Through effective marketing and persuasion tactics,
According to Victor Yocco, understanding persuasion will highlight the importance of developing strong messages, help you better incorporate and refine effective persuasive techniques into your design, and allow you to explain to others (potential clients, peers) how and why your design is effective at persuading users.
The Elaboration Likelihood Model explains how attitudes are formed and reinforced by persuasive arguments. The idea is that when someone is presented with certain information, the varying level of “elaboration” take place. In this context, elaboration means the effort someone makes to evaluate, remember, and accept (or reject) a message.
According to Yocco, how can you put the Elaboration Likelihood Model into practice by accounting for the following elements to effectively persuade users:
- Message: what’s being said, marketing efforts, content, and copy
- Design: visual hierarchy, navigation, and layout
- Delivery: load time, user experience, rewards, and bells and whistles
As a marketing manager, this theory holds weight. It entirely affects and influences how I would craft persuasive appeals to my targeted consumer. With a better and clearer understanding of how the consumers’ mind works, it’s incredible to know how things are perceived by targeted consumers. Working in the beauty industry, my primary goal is to market our products to consumers who are looking to address certain skin concerns or those who truly love having a variety of products in their stash to circulate through. Leveraging persuasive marketing materials across varying promotional verticles (i.e. organic social, paid social, on retail partner websites, etc.) can help both old and new customers discover your products and product benefits, and may lead to higher conversation rates.
