Rhetorics in Marketing
Rhetorics is the art of effective speaking and writing. This art can be leveraged in building your brand content in a manner that communicates your message to your audience effectively. In simple words, applying certain elements of rhetoric can boost your brand voice.
The art of effective communication is not just used in particular circumstances but is embedded in human thought and expression. We are using it all the time, consciously or subconsciously. It is not just about how to persuade a person but about understanding how human language and communication work. Hence, in marketing, Rhetorics refers to understanding your brand and its goals and further communicating it with the help of certain elements.
Elements of Rhetorics
Pathos: Evoking Emotions in Your Content
Emotion stimulates our mind 3000 times faster than rational thought.
Businesses are not B2B or B2C, they are human to human, that is H2H and human beings are driven by emotions. A piece of information can easily slip from your mind, but an emotional story is hard to forget. By creating a pleasant emotional response, your content becomes instantly memorable and is remembered for a long time. The experience you provide induces gratifying feelings in the person and they automatically start associating their feelings with your content. For forming more such associations you can follow a variety of ways.
Include Your Customer Value Propositions
People always look for relatable content. Tell your audience how your products or services inculcate your customer’s values and personality.
Adapt to Your Audience’s Culture
Understand your audience’s existing knowledge and habits of thinking and use them as a resource tank for your communication.
Use Spellbinding Words
Choice of words plays a crucial role in brand content. Trigger your audience’s imagination by using evocative words to communicate your message.
Narrate a Story
No one wants to hear monotonous information. If content cannot hook a viewer’s attention then it lacks enticement. By forming and narrating stories you can make your content interesting and memorable.
Use Music and Imagery
Music and visuals are the best resources that you can avail of to add life to your content. Use powerful images and suitable music to get your audience gripped.
|Quick Tip – You can use versatile emotional graphs to create stories that affect the audience. When you introduce a situation with a negative emotion followed by a solution that induces a positive emotion, the story becomes impactful.|
Kairos: Finding the Right Moment in Time
Time evokes opportunity, and that’s extremely compelling.
Time acts as a tool that collects your audience’s attention to specific topics more than others. When you curate these topics in your content, you automatically catch your audience’s attention. The ever-evolving market comprises changing needs, trends, and desires. Understanding them, from time to time can give you the right pick-ups for your marketing content.
Create a Sense of Urgency
Marketers create a sense of urgency in various ways which impact their audience to give more significance to their information as it is time-bound. Limited offer sales, call to action, and buy now, are some examples of this strategy.
Adopt the Latest Technology
The people you target to appeal to are visiting a plethora of websites and social media channels every day. They are well aware of ‘what’s new’ and what gives them a better experience.
Include SEO Researched Key-words
A keyword that is trending this month will be replaced by another keyword a few months down the line. That is why good SEO research assists in driving traffic to your content.
Empathize with Your Buyer’s Journey
Guide your buyers along the purchase journey. Be aware of what their thoughts and responses are likely to be at each stage and interact with them accordingly.
Telos: Defining Your Purpose
Brand’s purpose is your brand’s superpower.
The purpose of a brand is the impact that you wish to have on your customers and society as a whole on a long-term basis. It is beyond profit-earning which is basic to each and every brand. Building a brand culture, brand purpose gives rise to emotional touchpoints with which you connect with your customers.
Brand purpose helps you set a target point. Once you are aware of that point, you can ideate a number of ways to reach there. This paves the way for creativity in your brand content that revolves around a particular brand purpose. Through your content you can teach your users, you can make them laugh, you can make them curious, or even narrate a story. Perhaps, everything that you decide to do becomes meaningful once it aligns with the purpose of your brand.
Some key advantages to having a brand purpose are –
- Your brand purpose benefits not just your customer but society as a whole
- It can help you build a strong emotional relationship with your customer
- A unique purpose can distinguish your brand from that of your competitors
|Quick Tip – To define your brand purpose, make your brand core values and mission statement explicit. To gain clarity on your brand voice – document a description of your audience, the way they speak, and your ideal relationship with them.|
Ethos: Leveraging Your Credibility
A brand is simply trust.
Choices are highly influenced by trust and this is especially true for a long-term relationship. With so many options in hand and a bunch of insecurities, a person would select a brand that wins its trust easily and profoundly. A brand with a good reputation and word of mouth definitely has a higher likelihood of being trusted.
Ways of developing credibility for your brand –
Keep Things Consistent
Whether it is your brand website, product advertisements, or social media content. Consistency in tone can uplift your brand image.
Add a Spotlight to Your Achievements
No matter how big or small an achievement is, you can showcase them all from earning your first customer to achieving milestones. Each and every achievement counts.
Collect your client’s testimonials from online reviews, social media, and surveys and use them to boost your business’s credibility.
Publish Thought Leadership Content
Publishing, perspective, and advice from your company’s leaders on current trends and news will showcase your brand’s expertise and experience.
You can collaborate with influencers and content creators that match your brand values. It adds a human touch to your content and can increase engagement.
Logos: Curating Your Content with Logic
Information dressed with facts and figures is highly convincing, credible, and emotionally reassuring.
When you explain your information logically to your audience, supported by facts and statistics, they are compelled to trust you. That is when they build credibility and find meaning by associating themselves with the information provided. It helps them make an informed decision, as well as explain their decision-making basis to anyone they may communicate with.
The logic-driven approach is particularly useful in the B2B sphere where a company has to make the best use of its resources and money. In order to curate logical content, the following points can be kept in mind-
Check Your Content’s Authenticity
Make sure the content contains correct factual information and is technically sound. You can add the sources of the information to validate your research and argument.
Do Good Research
Good research always raises the bar of your communication. Before forming a piece of content, research it. Also, check what your competitors are doing to make your content different and valuable.
Verify Content’s Utility
Keep yourself at the user’s perspective and check the utility of the content. Is it actually delivering the intended message or is it losing the game?
Use Objective Tools
Include objective tools such as graphs, statistics, and numbers to prove arguments. These tools are easy to understand and read. These can be used in a number of creative ways to communicate your desired information.
With the help of these elements of Rhetorics, you can make your brand voice impactful and authentic. Well-strategized content is a long-term investment that results in a well-established brand identity. Such an accomplishment is possible by understanding the utility of Rhetorics in marketing.
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