Your Website As Persuasion Machine
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matter discussed, the point-of-view perspective, and/or the emotional content.
The idea of course is to convince and persuade; that’s what makes the whole exercise worth the investment. Resonance builds trust and allows you to present your message in a way that gives the audience pause: a kind of “I-never-thought-of-it-that-way” sort of reaction. You’re not trying to get your audience to buy into something they don’t want, need, or care about, but rather get them to see what you are offering in a new light, so that they see it as something they do need, or better still want.
Ingredient Three: Stimulate Desire
Once you’ve attracted the audience’s attention and gained their interest through some kind of cerebral or visceral connection, the next step is to stimulate desire. Generating desire is key to the ultimate conversion from audience
