You’re goal is to build a powerful, dominate brand … a transformative brand that grabs the hearts of your customers and becomes an integral part of their lives.
That’s no small feat. In order to accomplish such a task, we’re gonna need some help. So let’s turn to the wisdom of Aristotle.
Tom Wanek, here, and you’re watching Wizard Marketing TV, where business owners learn persuasive tools and techniques to spark miraculous growth.
Now c’mon … don’t get your undies in a bunch just cause I mentioned Aristotle. This is actionable stuff. So stay tuned. I’ll see you on the other side.
Aristotle tells us that persuasion is built upon three essential pillars, which are:
Logos: persuasion by logic
Pathos: persuasion by emotion, and
Ethos: persuasion by ones character
Logic alone rarely moves the needle. To get people to act, you must also speak to the desires that lie within their heart. Most of us get this.
But sadly, many marketers fail to pay any attention to that third pillar, which is critical to building a brand that your customer will know, like and trust … most spend little or no time at all cultivating their brand’s ethos or character.
But you’re not just any brand builder, are you? You’re a Marketing Wizard.
So how do you go about developing your brand’s ethos?
Again, we turn to Aristotle who explains that a powerful and persuasive ethos must contain three essential character elements.
Number one: Virtue. Your prospect must believe that you share their values.
Simon Sinek says, “People don’t buy what you do; they buy why you do it. If you don’t know why you do what you do, and people respond to why you do what you do, then how will you ever get people to vote for you, or buy something from you, or, more importantly, be loyal and want to be a part of what it is that you do? Again, the goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe.”
So have you told the world why you do what you do? Have you even defined this for your brand?
Your core values and beliefs form the foundation of your ethos. What kind of brand are you?
Spell out and define the core values and beliefs that make you stand up and say, “This is WHO I am, this is WHAT I believe, and this is WHY I’m in business to help YOU.”
Most importantly of all, BE this brand. In other words, there must be total agreement between what you are saying in your advertisements and who you are being when the customer walks through the door.
Remember, there cannot be any disconnect between the two. Otherwise, credibility will crumble.
Number two: Practical Wisdom or, street smarts. This speaks to your ability to fulfill the desires that lie within your customers heart.
You must demonstrate that you are who you claim to be … that you always know the right thing to do, and that you have the right solution to solve the problem that confronts your customer.
And the third essential element of ethos? Selflessness. The prospective customer’s best interest is your prime directive.
Are you willing to put your best interests aside for the benefit of your customer?
CVS did when they recently stopped selling cigarettes. A decision which cost the company two billion dollars in top-line revenue.
See, you cannot stand for sparkling good health when you sell something so insidiously unhealthy. CVS’s decision to boot cigarettes undoubtedly boosted its ethos.
Yes, exclusion is a powerful thing, especially when that exclusion demonstrates that you deeply care for your customers.
The bottom line: Ethos is the most powerful persuader in your marketing tool belt. Develop your brand’s ethos—communicate your virtue, practical wisdom, and selflessness—and it will be infinitely easier to persuade customers to take the action you want them to take.
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