Craft Persuasive Appeals
Crafting persuasive appeals requires an analysis on the audience receiving said appeal and the content of said appeal. Once the two are defined, the mix of central and peripheral routes of persuasion in the elaboration likelihood model can be applied. The central route is more resistant to change, and is used for short and long term change. The peripheral route is more subconscious and relies on peripheral cues.
Let's use the example of convincing a Gen Z young adult to workout:
Central Route
List out benefits of working out from feel better in your body, to live a longer and more mobile life. (though most Gen Zers are raised knowing this compared to older generations)
Show them the price benefits of working out over their life (they are price conscious)
Introduce printed pamphlets, books, fliers about the benefits, whys, and hows.
Reviews! (86% of Gen Z reads reviews before making a first-time purchase)
Have them join a community who values working out.
Identity shift from I am not someone who works out to I am someone who works out.
Peripheral Route
Style the messaging to speak to the aesthetic Gen Zer. (values first and speak their language)
The messaging is inclusive and accessible.
Credible sources talk about it. This could be someone they are close to, a famous person they look up to, or even a local health and wellness person. (48% of Gen Z has made a second-person word of mouth recommendation!)
Their mood must be open to new ideas.
The most effective way to make change is to do a combination of central and peripheral routes within the elaboration likelihood model.
