The appreciation of the difference in the words Compelling & Convincing, and its implications in marketing was made possible due to Dean Jackson. I would highly recommend his podcasts Morecheeselesswhiskers.com and his podcast with Joe Polish, Ilovemarketing.com.
Whenever you place an argument in front of a person, even with all the data in the world and show them a conclusion, they will be resistive to it. If the conclusion is not drawn by the person herself, she will always try to find the “catch”. What is it that she’s missing.
On the other hand if you educate a person and logically lead them on a path, then the conclusion that they draw is their own and then they are compelled to look at you.
Look at Apple. They have well designed products no doubt. But look at the closed hierarchy of systems they have created. Every few months they have some global launch in which they showcase how the integration between their products and the newer technologies they are launching will make your life even more comfortable.
Till about 4 -5 years back we didn’t have a single Apple device, we now have 8. And my family members wait when a new item is getting launched. Apple does not try to convince them to buy, but they have got so strongly hooked into the Apple ecosystem, they will give you all the reasons why you should not buy anything else.
A person who is compelled to take action will be your customer for a long time because she has taken the decision based on the education you have given her.
So instead of trying to convince people to your point of view, give them the tools by educating them and compel them to take an informed decision.
Till next time then.