mograph
Master of Arts
- Joined
- Apr 10, 2008
- Messages
- 1,883
- Reaction score
- 1,102
Sorry you didn't get the job. 
The dominant models of persuasion are what they call dual-process (Elaboration Likelihood Model and Heuristic-Systematic Model). One process is logical, the other isn't. Along the lines of what Steve (very correctly) said, describing features is part of the logical process. Even describing benefits can be logical if there are no emotions or self-image thoughts attached to those benefits. Logical benefits would be "it saves you money."
On the other side is the not-logical process, where people are persuaded by good-looking people and appeals that boost their self-image. Illogical benefits would be "it makes you look cool."
According to the models, when we have the motivation and ability to carefully examine something, we can be persuaded by logic. However, at other times, maybe after seeing twenty job applicants, we're persuaded by appeals that are not very logical because we lack the motivation to pay close attention and evaluate critically. We should not assume that people have the motivation and ability to look into something that doesn't already make them feel good or serve their purpose: that would take work on their part.
It's the salesperson's job to find out what the audience is interested in and know whether that audience really wants to hear his/her message.
Selling jobs are about persuasion.
We have to know our audience.
We have to know what it wants.
The dominant models of persuasion are what they call dual-process (Elaboration Likelihood Model and Heuristic-Systematic Model). One process is logical, the other isn't. Along the lines of what Steve (very correctly) said, describing features is part of the logical process. Even describing benefits can be logical if there are no emotions or self-image thoughts attached to those benefits. Logical benefits would be "it saves you money."
On the other side is the not-logical process, where people are persuaded by good-looking people and appeals that boost their self-image. Illogical benefits would be "it makes you look cool."
According to the models, when we have the motivation and ability to carefully examine something, we can be persuaded by logic. However, at other times, maybe after seeing twenty job applicants, we're persuaded by appeals that are not very logical because we lack the motivation to pay close attention and evaluate critically. We should not assume that people have the motivation and ability to look into something that doesn't already make them feel good or serve their purpose: that would take work on their part.
It's the salesperson's job to find out what the audience is interested in and know whether that audience really wants to hear his/her message.
Selling jobs are about persuasion.
We have to know our audience.
We have to know what it wants.
