Read this: Persuading vs Convincing That is all. Share this:FacebookTwitterGoogleLinkedIn

Here’s something I didn’t know. I discovered it thanks to NaNoWriMo. The idea behind NaNoWriMo is simple – you write a 50,000 word novel in November, quality be damned. The point is to force you to put words on a page. It doesn’t work for me – whatever I’m writing, be that copy or fiction, I’m far too much of a perfectionist. I hate writing bad words, and work far better taking time to produce good...

Here is a video of a smart man talking about smart things: Please ignore the bit about the Wright Brothers. It’s tosh. The rest of it, though, is an insightful bit of marketing. We don’t buy the what, or the how, we buy the why. Let me put it another way: We buy based on our emotions. We buy based on how the purchase makes us feel, and what crowd it makes feel part of. The important part is not so much making sure that your...

Ever heard of emotional transference? Frankly, it’s unlikely, since I just made up the term. Here’s the idea, which is not in itself particularly original: feel good about one thing, and you’re likely to feel good about anything it’s associated with. Or anything happening at the same time. You’ll have experienced this any time you hear triumphant or sad music backing a film scene. And you can see it again...