We all sometimes need to win support for our proposals and projects. However, putting together a presentation based on rational arguments is not enough. People with the authority to decide do not merely look at all the facts and then make the most rational choice. They are also human beings, so they make many decisions based on instinct.
Think like a marketer
According to an article published by the Harvard Business Review, you need to aim at the subconsciousness of the people who will make the decisions. Effective marketing campaigns are ones which influence the hidden purchase drivers and thus use instinctive purchasing.
Purchasing decisions of consumers take place to a large degree in the subconscious because our brains use mental shortcuts, enabling us to make decisions more quickly.
How can you leverage the knowledge that is commonly used for effective brand-building? There are three rules to follow.
Start as soon as you can
The first-mover advantage is something you should strive for. Spend time accumulating positive associations about your idea or project. It is helpful to plant seeds over a period of several months before the actual decision itself.
Make sure there is a positive buzz
Brands that are promoted aggressively may make their target audience sceptical. Therefore it is better if someone else endorses your idea. Positive associations then grow. You need influencers, supporters who should ideally come from different teams.
Create an ad campaign: presentation is not enough
When making a pitch, you need to leverage positive subconscious associations and memories that decision makers in your audience have in their minds. Include references to successful projects in the past and compare your new plan to a previous similar business development. You might also use metaphors to evoke images of success. Aim to use cues that would match what already exists in the minds of your audience.
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