logos: a logical choice
many other products he promoted, were the BEST products,
because they contained the best materials, and produced the
best results, with the greatest ease.
Infomercials, vastly comprised of Logos-based persuasion, have proven
successful in the retail realm for many companies. Ian French, a partner with
the Canadian-based Monte Brooks-Northern Lights, Direct TV Production
Company, said, “Infomercials are the best advertising medium in the world for
certain products.”
I am not suggesting that you spend your entire advertising budget on an
expensive infomercial, but I am suggesting that learning what makes an
infomercial successful, is desirable.
The Logos appeal, as used in infomercials, provides convincing evidence to the
audience, and also provides a means to think about the product promoted. This
phenomenon engages individuals in ELM’s “central route”, which will persuade
certain individuals to purchase a product. The key is finding out how and when
to use Logos in your sales message.
PerPieprhipehraelr aPlr oPrcoescseisnsg ing
isi sa a m mooddele lt thhatat i ninvvoolvlvees s
ffoccussiing on ccueess not t
direcdirectltly rey relalteated td to theo the
substsuanbstce oance of a message.f a message.
According to Sonia Simone, a writer for Copyblogger-Copywriting tips for
online marketing success, Logos is great for a variety of settings, including:
-Financial Value
-Measurable Results
-Risk Reversal
What do these settings have common? They are screaming Product Features!
Ken Orwig, a principal of Orwig Marketing Strategies in Ohio, suggests that
the purchase of expensive items generally involves rational deliberation. That
said, customers purchasing expensive items may likely already be in the central
route, and may be looking for a logical rationale to purchase.
scrapbook business 67
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