Persuasion feels cheaper than it is.
It costs you time and attention capital. If you waste your audience’s attention, some of it won’t come back.
If you want to get the most value out of your persuasion efforts pick the easiest paths to success.
Political advertising does this well. Political ads fall into two buckets.
1. Those designed to get those in favour to actually vote.
2. Those designed to stop opposition supporters from voting.
The former highlights how the candidate most closely aligns with the values of their audience.
The latter highlights how the opposition candidate isn’t standing up for the values of the opposition audience.
The lesson here is if you want to persuade someone, start with a group who hold favourable views of the behavior now. Everything else is much easier if you start here.
Don’t start with those who have already said they’re against it.
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