THE BUSINESS OF TRUST
The idea that if we arm people with sufficient information to make a buying decision they will be more than willing to act on it is not always the case because facts alone are not enough to persuade us to take action. When making buying decisions we don’t just behave rationally, instead we use a system of signs and meanings which has come to be known as brand. Gifted storytellers and communicators know that people need more than just convincing arguments and endless detail to help them decide.
Do I trust the messenger?
Is their story compelling, authentic and relevant?
Does the message make sense?
Do the values of the messenger align with mine?
The art of persuasion is an important skill for creating change or supporting a cause. A compelling argument, communicated with emotion, from a source we trust and want to believe in.