Types and examples of persuasive communication
The concept of persuasive communication is key, as it is one of the main ways to influence audiences through messages. In this article, we explain what it means to connect emotionally with audiences in order to encourage meaningful actions, and we provide some practical examples to apply it successfully in your professional projects if you have studied or are currently studying a Master’s in Branding.
A definition of persuasive communication
The concept of persuasive communication refers to a message in which a sender aims to influence the will of the receiver so that they take a specific action. This is common in marketing, but also in raising awareness among the public about a particular issue.
The main characteristics of persuasive communication are the following:
- Sender: the sender is the one who transmits the message. To achieve persuasion, or have the possibility of doing so, they must have a certain level of credibility for the receiver. It can be a person or another type of medium.
- Receiver: the receiver is the person, or group of people, who receive the message, but they all share being the target of the communication. It is essential to understand the receiver well in order to determine what message may work best to connect with the audience, especially in a competitive market.
- Channel: the channel is the medium through which the message is transmitted. This can be personal, but also through the internet, radio, print media, or even commercial loudspeakers. Clearly, choosing the right channel must take into account the receiver’s context.
- Message: the message is the content of the communication, which must be clear to fulfill its purpose. To achieve the desired effect, it is advisable to consider the context in which it is delivered. In audiovisual media or online environments, including a call to action is important to increase effectiveness.
- Context: context is fundamental for a message to have meaning and relevance. For example, it is not the same to address a stranger as it is to speak to someone with whom there is a vertical relationship (superiors, parents, teachers) or a horizontal one (colleagues, friends, partners).
It is important to highlight that persuasive communication can take place in different ways. Below are the main types:
Intrapersonal communication
Intrapersonal communication is the communication a person has with themselves. It may result from external persuasive inputs, but it is an individual type that also influences the construction of brand image. In this case, the person is persuading themselves.
For example, it is very common for people to have internal dialogues about whether to buy a product, follow a diet, or choose a holiday destination. These internal pros-and-cons conversations fall into the category of intrapersonal communication.
It should be noted that this is the most spontaneous form of persuasive communication, as we make and evaluate decisions every day.
Interpersonal communication
Interpersonal communication takes place between two people, where one tries to convince the other. This format appears in many situations and is especially common between sellers and potential buyers.
The most typical example is a conversation, either face-to-face or via video call. If someone tries to convince you to study, buy software, or carry out certain activities, it is persuasive communication. In many cases, persuasion is the prelude to a sale.
It is important to note that, for this type of interaction to occur, there are usually previous contacts. Exceptions exist in commercial contexts when the sender represents a well-known brand with positive associations.
Group communication
Group communication adds an extra level of complexity because it involves several people. This does not necessarily mean multiple senders, as there can still be just one. It is common in companies and typical in public presentations.
It can also apply to marketing, specifically in focus groups, where the goal is to positively influence group interaction to obtain valuable insights about topics, products, or ideas.
Public communication
Public communication occurs when one or more senders address a large audience. This can happen simultaneously in the same place or through channels like television or the internet.
This is the most representative example of advertising and marketing, but also of direct communication with mass audiences.
For example, a motivational talk in an auditorium or a marketing campaign for a product or service. The greater the credibility of the sender, whether an individual or a brand, the higher the chances of success.
Why is branding essential in a persuasion strategy?
Branding is essential in a persuasion strategy because it provides the image desired by the sender, which is key for the message to be effective. In this sense, audiovisual communication plays a crucial role in making branding more persuasive.
Whether branding refers to a product, service, or personal brand, for persuasive communication to succeed, it is necessary to first build a strong brand identity. This should be associated with positive values and aligned with the audience.
Persuasive communication is key for a brand
Turning messages into tangible results is the true power of persuasive communication across different contexts, everyday, academic, or commercial. It directly impacts a brand’s image and reputation. Therefore, specialized training such as the Master’s in Branding, Creativity and Brand Communication at ESDESIGN is highly recommended to ensure persuasive communication is effective.
