Katie Waskow

Chapter 1 summary why study persuasion

Persuasion is just as much an art as it is a science

o Cant predict what will work
o Not entirely a matter of luck

PERSUASION is not a dirty word

o Manipulation deceit and brainwashing may be terms that come
to mind
o Persuasion forms the backbone of many of communicative
endeavors
PERSUASION is our FRIEND
o Persuasion can be used for noble things
o Very little good that we see in the world could be done without
persuasion

Buzz Marketing (stealth marketing, guerrilla marketing,, covert

marketing, social marketing
o Word of mouth advertising relies on friendship and social media
telling them what to do
o Buzz is more effective on younger audience

Tipping points
o A threshold or critical point when a message takes off
o going viral
o All 3 are needed
1. Mavens possess the info and are the data bank for the
product
2. Connectors people talk to keep buzz going (social glue)
3. Salespeople sell it need charisma
o Stickiness factor has to be attractive
o Scalability be able to go from small to big easily

CAUTIONS
o Momentum may not reach tipping point.
o Trends come and go quickly
 Katie Waskow

4 benefits of studying persuasion

o Instrumental Function
More effective
Demonstrates confidence
o Knowledge and awareness function
Aware of how it works
How you are personally persuaded
o Defensive Function
Be aware- know how to resist
o Debunking Function
Know the difference between logical and emotional appeal