Blaise Pascal
"You can't convince anybody of anything. You can only give them more information."Arthur Scharff
If your start-up plan includes exceptional Magic, you have a fighting chance for survival. But simple possession of Magic does not put your wizardry into action. It must be released and directed by means of carefully crafted spells and incantations. Powerful Messages are always required.
My experience tells me that engaging the listener as an informed decision-maker is more powerful than ordering the listener to take some particular action. That is not to say that marketing and advertising messages should be limited somehow to cold, industrial-strength facts. Au contrere! We have all been informed that buyers act on expectations of feelings. So, informing them that others have, in fact and regularly, experienced those feelings by taking the desired actions is a classic strategem. Testimonials work.
It's also perfectly acceptable, and logically important, to lead your listener/decision-maker to your preferred conclusion. I've quoted Barry A. Densa before. Here's a portion of what he says...
Assemble and present your credentialing elements, your evidence–your entire body of incontrovertible proof–in clear and linear fashion.
Allow your proof to lay the groundwork for what is to come. Create strong and overwhelming direction and momentum.
So, my friendly local entrepreneur, it would appear that Mastery of the art of incantation will serve you well. Click here for a comprehensive list of spells revealed in the Harry Potter tales. Or, check out the advice of the various marketing communication wizards available to you, at no cost, courtesy of the world wide web. Above all, start with good writing. That is your personal magic wand.
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