Psychological distance and product type

Persuasive Techniques

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Persuasive Techniques

The use of commercial persuasive techniques has become
common for many businesses that aim to increase their sales. Businesses
leverage the desires and interests of customers to persuade them to buy a
product or service. Persuasive techniques focus on the value the product or
service will bring to the end-user. They are considered critical in reaching
the targeted consumers and converting a promotion into a sale. By using
persuasive techniques, businesses aim at convincing consumers that their
products or services are suitable. Hence, a business must identify persuasive
techniques that are best for them. This paper focuses on the persuasive
techniques used by one tour firm to attract customers to purchase their holiday
package to Venice. The paper considers how the company uses persuasive
techniques and whether the techniques are effective.

The text is an advertisement containing detailed
information about a holiday package on offer. The holiday package involves
traveling for a luxury weekend break to Venice. While in Venice, tourists would
stay at the Liassidi palace. Tourists would get to enjoy a private jet
experience from the airport to the palace. They would also enjoy private
check-in, deluxe accommodation, and complimentary onboard refreshments. This
package was being offered for an affordable price of 798 euros.

The target audience for this package would most
probably be couples or romantic partners with high incomes. The travel package
is suitable for couples with busy schedules throughout the week and only get to
rest over the weekend. The holiday package would be an attractive deal for them
since it offers them an opportunity to relax and unwind from their busy
schedules.

The purpose of the text is to convince consumers to
purchase the holiday package by showing them why Venice city is the ideal tour
destination. The producer’s intention was to appeal to the consumers’ emotions
by asking them to experience the beautiful and historic city for themselves.
Moreover, the producer wanted to draw the attention and interest of the
consumers by providing some facts about Venice city.

Use of Persuasive
Techniques

The text uses attractive photos of Venice city to
attract its targeted audience. Pictures have a way of capturing the attention
of an individual and making them interested in an item. Also, images correlate
with brain processes and make it easier to encourage readers to take the action
the producer wants them to take (Choi et al., 2019).
more real and impact how an individual perceives an item or a place. Using
pictures in an advertisement helps to build the credibility of a brand or
service. The text uses high-quality photos that show what a client should
expect from visiting Venice city. The pictures tell the story of Venice and
entice people to experience the place for themselves. The photos appeal to the
instincts within a viewer to create the need to purchase the travel package. The
images are framed in such a way to make Venice city appear beautiful and trendy,
with the primary intent being to induce the viewer to take action.

The that appeal to the emotions of
the reader. For example, the text states, “luxury, art, and relaxation
await you in the bright, airy spaces of the Liassidi palace.” Such words carry
the potential to convince an individual to purchase a product or service
because of the associated benefits. Words have a way of triggering an emotional
response. They incite feelings, actions, and opinions. Words make an individual
desire to purchase a product even though they might not need the product at the
moment. Using emotionally appealing words prompts individuals to think about a
product or service to see how it resonates with their lives. Consumers are more
likely to purchase a product they emotionally connect to. For instance, the
advertisement in the text reminds people of the need to relax and enjoy life.
The words are used to persuade consumers to think about the vacation experience
and how it would benefit them. Thus, appealing to people’s emotions is an
excellent persuasive technique.

The text used the ABTA authority to establish its
credibility. The ABTA is the leading association that represents, regulates,
guides, and protects the travel agents and tour operators in the UK. The text
incorporated the ABTA to assure consumers that it can be trusted. Using
authoritative bodies in an advertisement can persuade consumers to purchase
service. Authoritative bodies speak to a company’s credibility, which is very
important in convincing customers that the company is reliable. Consumers want
to trust that they will get value for their money by buying the service. Thus,
incorporating an authoritative body in an advertisement gives consumers the
assurance they need to know that they can trust and depend on the company.
Consumers are most likely to buy from businesses whose services are verified by
an authority figure. This is because many consumers do not want to risk being
scammed and losing their money.

Lastly, the text uses facts as a persuasive technique.
It mentions a few historical places in Venice city, such as “the historical
pearl of the Adriatic” and “gothic palace of Zorzi daille Colorine
Storte.” Consumers are attracted to products and services that provide
facts. Facts appeal to the logic of consumers. Some consumers are so fascinated
with facts that they want to verify the facts for themselves. Hence, they end
up purchasing the product or service to prove that the facts are true. For
example, the facts mentioned in the text can persuade a consumer to buy the
tour package to travel to Venice to explore the pearl of the Adriatic.
Providing facts is a great persuasive technique that can help businesses
attract more customers.

Conclusion

Persuasive techniques are key to every business that
wishes to increase its client base. Consumers are attracted to a product or
service due to the persuasive technique a company uses. Therefore, it is up to
every business to discover which technique works for them by looking at their
target audience and what motivates them. This paper has looked into four
persuasive techniques that include the use of attractive photos, emotionally
appealing words, authority figures, and the use of facts. Each persuasive
technique appeals to a different audience. Businesses should be encouraged to
take advantage of the many available persuasive techniques and use them to
increase sales.