December 21, 2010

Climbing persuasion’s ladder

The bottom rung: tell me about a feature.

Show me a feature.

Tell me about a benefit.

Show me a benefit.

Tell me about how I’ll feel, enjoying the benefit.

Show me a person enjoying the benefit.

The top rung: Engage my empathy by showing me the evocative, unexpected story of someone like me enjoying the experience of (alternatively, suffering the absence of) the benefit.