Ancient Greek thinkers loved to reflect and philosophize on various topics. Some reasoning has lost its relevance, some touch on the topic only superficially. But there are also some conclusions that can be useful today. In this article, we will touch upon the persuasion formula invented by the ancient Greeks.
It is versatile to use. On its basis, you can build a speaker’s speech, selling text or Landing Page. There are four components in the formula, which have a clear sequence: thesis, argument, proof, example. Below we will tell you more about them.
The thesis means the subject of persuasion. In the case of a speech, this will be the main idea of the speaker; in marketing, it will be a sales proposal. The thesis should be succinct and understandable so that it can be formulated in one line. This will help people quickly understand if a particular offer is helpful to her.
In the thesis, it is important to show what interests or worries the target audience. He needs to interest a specific consumer so that he continues to get acquainted with the company’s offer. In marketing, a thesis is most often considered the headline of an ad, USP, or the first screen of a Landing Page. These are all short formats for indicating the value of a product to a customer.
To be able to argue your value in advertising, you need to know the needs of the target audience. To do this, it is important to analyze it, divide it into segments according to interests, pains and motivation, and form arguments based on this data. The consumer should feel that you understand their problems and offer solutions specifically for them.
Here you develop the interest of a person that originated at the stage of the thesis. In fact, you simply expand on the essence of the proposal. Complete it with details and explain your benefits in detail. The argument works to strengthen the selling proposition by explaining why your product is needed by the consumer.
The evidence varies depending on the product. Somewhere you explain the methodology for performing the service, somewhere you talk about the effect of the procedure. You need to prove something concrete. Abstract descriptions of the happiness and ease of life in purchasing your product will only heighten doubts about your offer.
Tell us exactly what life will become more comfortable in, what kind of changes the client will have if he agrees to your proposal. You need to answer the question “How do you prove that I need it?” The best answer would be the next part of the formula.
Already everywhere in marketing they say that a good example will be much better than long descriptions of benefits. Almost only on this and at one time the shops were kept on the couch. The viewer was actively demonstrated the functionality of a vegetable cutter or the waterproofness of an autumn jacket. This was further exacerbated by time constraints or limited quantities of items, but this is mostly only used in aggressive sales. The key here is that the person sees how the product works.
So you need to show an example of the benefits or effectiveness of your product. Testimonials, success stories, and other social proof are good for this. The formula is designed in such a way that each of its next paragraphs is closely related to the previous one. The thesis cannot be revealed without arguments, and arguments do not work without proofs, which are best suited in the format of an example.
Thanks to ancient Greek thinkers, we today have a clear structure through which to create compelling content. It doesn’t matter in what format it will be: audio or video, text or ad. The formula is suitable for any presentation and helps the company not to look like a “screaming salesman”, but to enter into a reasoned dialogue with the consumer.