Cardinal Path’s response to COVID-19 Cardinal Path is sharing all we know to help marketers during COVID-19.  Learn more.

I just returned from San Diego, where I participated in a 3-day course on advanced persuasion techniques. Led by Dr Eric Schaffer, Global CEO of Human Factors International, the seminar was called “PET” for Persuasion, Emotion and Trust. However, Dr Schaffer admits they call it PET only because it’s a better acronym than TEPC: Trust, Emotion, Persuasion and Commitment.

Trust

Trust comes first because if customers don’t trust you, they’ll never even enter a conversation.

Emotion

As much as we hate to admit it, our purchase decisions are rarely based purely on logic. Emotion always enters into it — in fact it’s usually paramount. So to truly connect with your customers, you must do so emotionally. This involves uncovering their deep-seated needs. The discovery process is challenging, but if you skip this step, you’re unlikely to come up with messaging that truly resonates with customers.

Persuasion

Next you must persuade customers to take action. There are a host of techniques, some of which are downright diabolical if used for the wrong reasons. (Dr Schaffer repeated warned that there is “Potential for Dark Arts” in PET design.)

Commitment

Finally, there are methods you can use to evoke commitment from customers, possibly even turning them into fanatics who will evangelize on your behalf.

In upcoming blog posts, I’ll give some specific examples of how PET principles can be applied. Many of these techniques will be familiar to anyone who’s worked in advertising or conversion optimization. The real value of PET is how it combines a vast quantity of proven principles and assembles them into a systematic methodology.

It probably goes without saying, but I highly recommend this course. Here’s a link to more information about PET design, including course description, fees and registration.

Sharing is caring!

Popular

COVID-19 Crisis Navigator​

In partnership with Dentsu, Cardinal Path helps you distill the overwhelming news and information into a bi-weekly report highlighting emerging trends and insights during the pandemic.

EXPLORE THE REPORT

Analytics Rising Logo

FREE VIRTUAL EVENT

October 14

Practical Strategies Delivered By Top Minds in Digital Marketing

Register for #AnalyticsRising and get a Starbucks Gift Card when you share the news.

Message Sent

Thank you.

Click here to download access the tool.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you.

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Thank you

Message Sent

Thank you.

Message Sent

Success!
Your message was received.

Thank you.

Message Sent

Thank you for registering.

Thank you for submitting the form.

Thank you for your submission.

Thank you for your submission.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for your submission.

Message Sent

Thank you for registering.

Thank you for registering.​

Paid media spend by Government websites increased a whopping 139% YoY in 2020.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

2020 Online Behavior Live Dashboard

Message Sent

Thank you for registering.

Thank you for submitting the form.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Message Sent

Thank you for your submission.

Message Sent

Thank you for registering.

Message Sent

Thank you for registering.

Thank you for registering.

Cardinal Path is continuing with its series of free training. Next we are conducting training on Google Data Studio. Check it out here.
Cardinal Path hosted a live session to connect with you and answer all your questions on Google Analytics.
Get all the expertise and none of the consultancy fees in this not-to-be-missed, rapid-fire virtual event.

Message Sent

Success! Thank you
for reaching out.