INFLUENCE AND PERSUASION: How The Designer Gets Others To Make The Choices The Designer Wants Them To Make

Warren Feld
13 min readOct 8, 2022

Abstract:

Designers need to get the approval of and payment from their clients. That means the client has to recognize and share the choices the designer made when creating the piece of jewelry. It all comes down to two aspects of marketing: persuasion and influence. Marketing is about creating persuasive arguments which can influence a person’s beliefs, attitudes, motivations, intentions and behaviors. Influence comes with knowing what the best outcome that the marketer should seek. Persuasion includes the tools you use to get there. Persuasion can take many forms. The marketer’s success depends on a handful of persuasive factors. Marketing strategies follow one or more of eight universal principles of persuasion. Information within any successful persuasive argument is best presented in a certain order.

Influence and Persuasion

Marketing is about creating persuasive arguments which can influence a person’s beliefs, attitudes, motivations, intentions and behaviors. The marketer wants to be able to persuade the client to focus their attention on the jewelry product line, to approach it, touch it, try it on, buy it, exhibit it, share it with others, then, moreover, to further persuade these others (thus making the marketing message contagious) to want to buy it. Influence comes with knowing what the best outcome that the marketer should seek. Persuasion includes the tools you use to get there.

When we are trying to persuade someone, we might be trying to get them to change their mind about something. We might want them to change the weight, ranking or priority they give one thing over another. We might want them to see the interrelationship among two or more otherwise unrelated things. We might want them to re-evaluate the cost and reward calculus they use when deciding to make a purchase.

When trust is present, influence increases and persuasion ends in more positive outcomes.

Persuasion can take many forms. It can be…

· Coercive, done aggressively through direct commands, threats, fear mongering, shaming.

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Warren Feld

Beading and jewelry making have been wonderful adventures, from custom work, production work, and teaching. *Design is about the ability to make smart choices.