Did Your Content Change Any Minds Today?

msobol
Mike Sobol Co-founder & CMO, Content Blvd

Posted on March 13th 2014

Did Your Content Change Any Minds Today?

Persuasion isn't just about content.

Let’s be honest. Most content stinks. It’s not particularly useful, fun to read or compelling to its target audience. It doesn’t persuade anybody. But should it? Does persuasion really matter?

I know how I feel when people talk about persuasion, and it’s not good. My first reaction is to think of selling or convincing. Persuasion, however, isn’t about being president of the debate club. It’s about expanding your influence. Those two things are very different. You can expand your influence without making an argument of any kind.

If you thought I was about to coach you on making stronger arguments, that would make sense, because most talk about persuasion is about arguments– fundamentally, though, persuasion isn’t even about words. Never has been.

So don’t go writing a long form ad for your product, service, or point of view. I won’t read it. And I’m not the only one. Wait… isn’t content marketing the thing that’s supposed to save us from ads? Well, that’s the idea, it’s just that words and arguments can’t do that. Only actual engagement can.

It doesn’t matter if you have lists of reasons. Reasons don’t make you influential. Reasons don’t change minds.

Written Content Is Easy, but Words Aren’t the Cues We Read Best

Imagine meeting up with friends for drinks, bouncing ideas off a mentor you really respect, or attending a conference of experts who you try to emulate in your work. How do experiences like that make you feel? What do you remember?

We humans, we’re built for that kind of stuff– reading the cues of those around us. When we meet in person, talk, listen and exchange ideas and information with each other, our brains light up in ways that reading words can’t accomplish.  Just because we can publish unlimited online content, doesn’t mean we should. Writing is a flawed way of communicating. It just so happens that it’s super easy to do.

When we listen to people we perceive as experts, our brains engage in something called semantic elaboration. In very simple terms, we naturally try to process and remember what experts say. Not because of what they’re arguing but because of who they are.

When we see others looking friendly, hear a welcoming tone of voice, or pick up on cues about their authority, we tune in. We can’t really help it. We’re wired to make connections with other people we like.

In fact, we empathize with other people, just because they are people. Our brains have what are called “mirror cells” which literally create shared experiences between us. How we feel and learn about things because other people around us have already felt and learned those things for us might be the single biggest reason why the human race has achieved all that it has. Don’t take it from me. V.S. Ramachadran is an expert on the subject.

Persuasion Isn’t About Making an Argument. It’s About Making a Connection.

We aren’t computers, we’re social creatures. Intellectual processing is extraordinarily slow compared to the sensory processing we do when we see and hear things that evoke strong feelings. You don’t choose to make your mirror neurons fire– they just do.

And so it is with most aspects of persuasion. We don’t choose to tune in to voices of authority, for example. We’re trying to do what’s best for us. That’s all. Persuasion is about connecting with others in a way that they feel that connection is good for them.

Nathalie Nahai, author, speaker and consultant who’s known as The Web Psychologist, has a whole lot of practical advice to share about how exactly you go about achieving online success through persuasion. She’s got a handy intro to it in the video below, as part of Moz.com’s highly valuable Whiteboard Friday Series.

If there is just one takeaway… OK, I can’t keep it to one… If there are just THREE things you remember from this article and these videos, it should be that:

  1. Persuasion isn’t really about words. It works on a much deeper (and faster) level.
  2. To know how to communicate with your target audience, you have to know exactly who they are.
  3. If you have people’s best interests in mind, and they also believe you do, then you can be genuinely persuasive.

So let me ask you again: Did you change any minds today? How might you change your site, your online presence or your approach to content so that you can tomorrow?

msobol

Mike Sobol

Co-founder & CMO, Content Blvd

Mike is co-founder of Content BLVD, a brand integration marketplace designed to connect brands and media partners for winning content strategies. Growing businesses since 1999, Mike has helped to make a lot of companies bigger by making them better. And at Content BLVD, they believe in creating marketing that consumers actually enjoy. From branded and sponsored content, to product placement and event sponsorships, Content BLVD helps brands reach the right audience, in the right place, at the right time.

Mike has written for, been quoted in, and kicked out of many fine establishments. Hopefully, he won't get kicked off the Content Blvd blog anytime soon.

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Comments

FeldmanCreative
Posted on March 14th 2014 at 7:06PM

Mike, 

Love this story, but not the title or closing questions. As you point out, you seldom actually change poeple's minds. To use psychology effectively as marketer (influencer if you insist) is really about to connecting to something that's already in their minds. 

Great stuff though. Killer resources and well written, as always.

msobol
Posted on March 14th 2014 at 8:38PM

Thanks for the feedback, Barry.

You don't think the title's a good hook? ;-)

I think anytime people are learning, their minds are changing. The article is really about framing up your persona and web presence in a way that is relatable, credible and therefore influential to the people who matter to your business. 

You have a strong personal brand. I'm sure that predisposes people to accept and learn from what you write. It's my contention that many marketers need to hone their brands better. I probably could have expressed that more effectively.

FeldmanCreative
Posted on March 14th 2014 at 9:27PM

It is a good hook, but oh so hard to deliver. Just trying to say marketers seldom change people's minds and will enjoy much more success by appealing to what's already swimming around their brains. 

Thanks for the comment about my personal brand. 

Seems we're both getting into this topic at the same time. Perhaps we meld minds in some modern media form. Went and learned a bit about the Web Psychologist after reading your piece. 

 

msobol
Posted on March 14th 2014 at 8:37PM

 



jfgroom
Posted on March 14th 2014 at 11:37PM

Mike, do you realize that neither of the videos you posted to support your post really support that thesis - that writing is not effective? How do you get to writing is not effective, ignoring of course the history of books, etc - from either of those videos?