How to Enhance Corporate Communication Persuasion
To Better Achieve Company Goals
By: William L. Haig, Ph.D.
Enhancing corporate communication persuasion has been a goal of marketing managers for ages.
This article addresses this goal. It is about better creativity in all marketing communications to increase persuasion. To do this, the strategy applies what we know about proven credibility principles in communication persuasion.
Being “credible” means “expert” and “trustworthy”. All company logos are “credibility based” and non-verbally express the company’s “expertise” and “trustworthiness”. It follows that all branding elements are “credibility based” as well. This paper will explain this important strategy.
The new thinking applies everyday source credibility principles to the planning and creating the visual elements of all marketing communication. There is no reinventing about how we communicate in everyday persuasion. My process follows the familiar communication model:
credible source>message>channel of communication>receiver.