Modern marketing increasingly pins its hope on personalization and persuasion profiling is sort of the pinnacle of personalization, as it aims to create profiles based on the individual "persuasion style" of a contact, selecting the communication style that is particularly appealing to a person.
Persuasion profiling is a tool that allows you to convince your customers individually. TechCrunch describes this trend as "mass persuasion, one user at a time", which raises the question how to convince the mass and listening and responding to each contact separately.
The special benefit of persuasion profiling is probably most evident when comparing it with conventional methods such as A / B testing. While A / B testing only measures the overall reaction to e.g. content, persuasion profiling focuses on the individual. In other words, A / B testing tells you nothing about the recipient of the information, with persuasion profiling on the other hand, you learn more and more about what works particularly well for a specific individual contact.
Based on this information, you can create ‘persuasion profiles’ of X, Y and your other clients. In the next step, you can adapt the content that every customer receives exactly to these profiles. That is one big difference to the currently common practice, in which a single content item is adjusted based on the overall reaction.
Thus, persuasion profiling can be regarded as the logical evolution of personalized marketing, because universal bulk messages are apparently no longer perceived well by the customer. To tempt the digital customers, it is necessary to switch from a push to a pull approach, achieved by collecting information about the customer. The work of marketers is getting much easier, because the entire process is automated. The online customer behavior, such as the click behavior on websites as well as the handling of emails, is constantly analyzed and complements the customer profile continuously, so that it becomes clear which communication style is the best to get an individual customer response. Just ask yourself what triggers a positive reaction or what interests them to find out the best persuasion style for each customer.
By Daniela La Marca