Enticement is a word not often used in everyday conversations yet the process of enticement is often used throughout many conversations. Enticement is used in marketing, media, public relations and in daily communications as a means of persuasion, one to one to millions.
Persuasion is a form of social influence. It is the process of guiding people toward the adoption of an idea, attitude, or action by rational and symbolic (though not always logical) means. It is strategy of problem-solving relying on “appeals” rather than strength. Persuasion leverages the process of enticement to accomplish an aim.
The word enticement reflects several meanings including: –
1. something that seduces or has the quality to seduce
2. a cognitive factor that tends to have an effect on what you do;
3. qualities that attract by seeming to promise some kind of reward
4. the quality of arousing interest; being attractive or something that attracts;
5. the act of influencing by exciting hope or desire;
.People and businesses use enticement to persuae us to buy something or to agree on a particular position or action. We are surrounded by enticements yet rarely do we reflect on the purpose.
Aristotle said that “Rhetoric is the art of discovering, in a particular case, the available means of persuasion using related enticements.”
Should We Consider What the Enticement is All About?
In our earlier post we state “The critical shift which will facilitate the emergence of value will be when individuals and businesses step back from the hype and define their purpose in using social media technologies to reach individual objectives. A rationale and strategic purpose for individuals and businesses is one defined around a return on their investment in time spent using social media and related technologies for individual and organizational purposes.”
There are four factors that can both define and achieve a purpose for using social technologies. These are:
The learning factors: It can be fast and guided or it can be slow and frustrating
The human factors: Start with the end in mind. View your business interactions through the eyes and minds of the customer, the employees and your market, the people.
The communications factors:: Tools to expand your reach need to be matched with messages that persuade with truth, not spin.
The value added factors:: Start by using social technologies to fix internal processes first. Make needed improvements that the end customer can see, feel and experience when they interact with your business.
Trying to persuade people through enticements of value that isn’t real doesn’t work. The old game of marketing focused on getting attention through enticing messages doesn’t keep attention long. When the product or service doesn’t match the enticement of value the experience is anti-social.
What you ultimately deliver to people needs be a lot better than your original enticement to engage. Otherwise you’ll persuade people to tell others that your enticement is just a tease and not the real thing. That is not the Socialution.
What say you?