Just a pretty face – or can it launch a thousand ships?

A slight shift in the eye moment of the model can make all the difference between whether someone reads the ad or not... Apparently staring into my soul will not make me buy the product. Here is an interesting article on how a beautiful woman will definately stop you in your tracks, but will she be able to pass on your message; that’s the trick you can learn here.

http://www.grokdotcom.com/2007/10/04/how-a-pretty-face-can-push-visitors-away

Posted by Monica

A free world

The 2 way economy (buyer and a seller) has given way to a new 3 way economy. A world where so much is available for free.

The most common of the economies built around free is the three-party system. Here a third party pays to participate in a market created by a free exchange between the first two parties. Sound complicated? You're probably experiencing it right now. It's the basis of virtually all media.

In the traditional media model, a publisher provides a product free (or nearly free) to consumers, and advertisers pay to ride along. Radio is "free to air," and so is much of television. Likewise, newspaper and magazine publishers don't charge readers anything close to the actual cost of creating, printing, and distributing their products. They're not selling papers and magazines to readers, they're selling readers to advertisers. It's a three-way market.

http://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=all

Posted by Monica

“The Subtle Art of Persuasion”

A large part of an account manager’s job is to get things done through others. But in a typical agency environment the account manager may not have formal authority over everyone important to getting the job done. Moreover, we tend to do most of our work through informal means--hallway conversations, casual meetings or while chatting on the mobile.

We are constantly trying to ‘persuade’ our colleagues, bosses, and especially our clients to listen and to comply with our point of view. So how do we excel at ‘the art of persuasion’?

Persuasion works by appealing predictably to deeply rooted human needs and human drives. Knowing these needs and desires allows us to press the right buttons to ‘persuade’ people to concede, comply, or change.

As it is commonly believed, ‘Persuasion’ is not a dark art that you are born with. It can be taught. That eminent publication that is the ‘Harvard Business Review’ says that ‘Science of Persuasion’ is governed by basic principles that can be taught, learned or applied.

The 6 Effective Persuasion Principles as explained in HBR are:

1. If you want to influence people, win friends - Uncover real similarities and offer genuine praise
   
2. People repay in kind - Give what you receive
3. People follow the lead of similar others - Use peer power whenever possible
4. People align with their clear commitments - So make their commitments active, public and voluntary
5. People defer to experts - Expose your expertise; don’t assume it’s self-evident
6. People want more of what they have less of - Highlight unique benefits and exclusive information

For more details on this, log on to HBR Case Study.ppt

Masterly persuaders excel at flexibility: They know there isn't one best way to sway an audience--any principle or a combination of the above might work, depending on the circumstances. All these principles are not rocket science. This is about how people evaluate and form decisions. And finally, it is sound business sense to learn and practice the science of persuasion!

Posted by Harish