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

Posted by learntobead on October 14, 2022



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.

· Informational, spread as biased in some way towards a particular position or idea.

· Leveraging a belief by appeals to logic and reasoning.

· Leveraging a belief by appeals to feelings and emotions.

· Establishing a high level of credibility or character.

A marketer or jewelry designer is not born as persuasive. It is something to be learned, practiced, applied and applied again. The strength of the marketer’s influence centers on a handful of persuasive factors, such as:

1. Commonalities: People like people like themselves.

2. Logic and Rationality: When you see data, it tells a recognizable story.

3. The Target Audience’s Needs, Wants, Values and Desires: It is important to pay attention and hone in on these.

4. Attractiveness: Attractive people are more persuasive.

5. Confidence / Charisma: Confident /Charismatic people are more persuasive.

6. Preparation: Learning, Practicing and Preparing are how you place yourself in a powerful, persuasive position.

Persuasion and Marketing

Persuasion in marketing involves the ability not just to influence people’s actions, but their attitude as well.

Persuasion is a matter of establishing mutual trust or shared understandings. You develop that sense of trust in your client. That means, they believe that you will deliver on any and all your promises, and that your product will solve their problems, needs and/or desires. The marketer presents some type of evidence which the client must interpret as relevant and valid for themselves, whatever that might mean.

Marketing campaigns are various strategies attempting to influence, direct or change client behaviors by eliciting reactions. Marketing campaigns rely on imagery and word associations tied to emotional responses.

To be persuasive, the marketing message must have value and relevance for your target client. She or he might see a reward or a minimization of costs and agree to change their behavior. She or he might be trying to shield themselves from anything which refutes their sense of self and self-esteem. She or he might derive pleasure when they can align their self-concept with that of the emotional message associated with the product. She or he might find that they can meet their needs for understanding and control by finding out more information about your product.

In response to any marketing campaign, the client can do one of three things:

1. Accept

2. Non-commit or remain indifferent

3. Reject

And it is important to think of persuasion as a continual process. You might be able to persuade someone to purchase your product once, but will they purchase your product again?

The Designer As Marketer Should Have A Detailed Familiarity
With Everything Involved With Consumer Behavior

What causes clients to purchase certain products and brands, and reject others? It is important to begin to document client shopping behaviors, motivations and their psychological and sociological underpinnings.

The marketer will want to get a handle on the target audience in terms of

· Psychological Factors: How assumptions, perceptions, understandings, values and desires affect responses to the marketing message.

· Personal Factors: How demographic characteristics, such as age, culture, profession, gender play roles in forming responses to the marketing message.

· Social Factors: How socio-cultural groups, such as income, geographic residence, education level, affect shopping behaviors and responses to the marketing message.

How Can Marketing Affect Client Shopping Behaviors?
The Eight Universal Principles of Persuasion

Persuasion works when the client feels that, by purchasing your product, you and your product have made a positive contribution to their life. There are different ways or principles marketers follow for establishing that sense of positivity.

There are eight universal principles of persuasion the marketer can resort to in order to influence client shopping behaviors. These are,

1. Reciprocity

2. Commitment

3. Consensus

4. Authority

5. Affinity

6. Scarcity

7. Visibility of Consequences

8. Information Exposure


If you do this for me, I’ll do this for you.

People tend to feel the need to return the favor. You offer or remove incentives and play with client’s natural tendency to be grateful and want to do something for you in return. You might offer them discounts or a free sample. You might put them in a frequent shopper rewards program. You might do a special customization. You might offer them a gift. You might offer something special to first time buyers or to clients who register for your email list.


I am a loyal customer.

Once someone is engaged with something, they are more likely to stick to it and commit. They become loyal to the designer, the designer’s business and the designer’s brand. The marketer would do those things which enhance customer loyalty. You might have a special showing or trunk show. You might include them on your email list. You might make them aware a way ahead of time of some deals or opportunities.


If it’s OK with them, it’s OK with me.

Sometimes this is referred to as the herd response. If the client sees others doing it, they are more likely to do it as well. The marketer here would demonstrate the popularity of their products with other clients and client groups.


If such-and-such expert tells me it’s OK, I’ll think it’s OK.

Clients are more likely to listen to an expert they trust, than anyone else. The marketer would have the marketing message put forth by trusted experts who could be seen as authority figures. These authority figures are seen as having already established proof of their knowledges and beliefs. Authority might be actual or implied. Thus, their advice is recognized as trustworthy. You might seek endorsements from well-known figures. You might create an ad where the expert is delivering the message. You might rely on influencers online to spread your marketing message.


She bought it, and she’s a lot like me, so I’ll buy it as well.

The client is more willing to follow through on the marketing message and goal if she or he knows someone who is similar to themselves who bought the product. Similarly might be by gender or age or economic class. Similarly might be people who belong to the same church or shop at the same store or attend the same events. The marketer would emphasize shared interests. The marketer would present reasons why conformity is the best choice here.


I better get it right away, if I’m to get it at all.

People tend to want what they think they might not be able to have. When something is scarce, clients tend to assign it more value. Defining the context becomes very important for this principle of persuasion. It might be something that is exclusive. It might be in limited supply. It might have some sense of rarity. It might be subtle clues provided in how the products are displayed to make it seem like you are running out of stock (such as, a very large container with a few items left in the bottom). The product might not be available from any other competitor. The product might be temporarily on sale or only available for a limited amount of time. The marketer might emphasize that this product does what no other product can do. The marketer might emphasize that if the client doesn’t act quickly, the likelihood that they could ever purchase the product will be very low.

Visibility of Consequences

I know what will happen when I purchase and use this product.

The client is more likely to purchase a product if they can anticipate the consequences of their choice. Every purchase is a risk. Will it work? Will it hold up? Will it be appropriate? Will I get the reactions I want? Here the marketer would highlight evidence which makes the consequences obvious, and then more evidence which minimizes the likelihood that any risk and uncertainty might occur. The marketer might emphasize the positive results, and minimize any negative ones. They might point to past successes of this or similar products. They might present the pros and cons and comparative imaging of future outcomes. They might present the pros and cons by comparing antecedents. They might explain that the client will have emotion regrets of they don’t make the purchase.

Information Exposure

I was told it was important now to act.

Clients often have to make choices when they have more limited information upon which to rely. How and when the client is exposed to certain information, prompts, triggers and cues may affect their choice whether to buy a product or not. The client might be distracted. There might be time / timing / seasonal considerations where they pay more attention, say to holiday merchandise during Christmas season, than at other times of the year. Some information may have increased salience, depending on the context. For example, what the jeweler says when standing behind the jewelry counter may have more salience than what that same person says about the same product when randomly meeting that person on the street.

The marketer might present or withhold information based on timing considerations. The message might be different presented during the day from presented during the evening. It might be different in the Spring from the Fall. The marketer might try to connect positive emotional information the client already holds to the product the marketer is trying to sell. This could be a positive memory such as a song or image or experience. The marketer might stress how even with this limited information the client can still anticipate a level of success. The marketer might emphasize negative information about a competitor or competitor’s products. The marketer might use popular phrases and words that have a particular emotional or cognitive association with the target audience.

The Persuasive Argument

Whatever principle of persuasion the designer follows, the presentation of information in their persuasive argument follows a pattern. That is, informational content, when presented in a certain order, makes for a more persuasive argument. This order is presented in the table below.

A Few Cautions

When marketing your products, you have a professional responsibility not to cross the line between influence and manipulation. You might be successful in manipulation in the short term, but this will probably spell disaster for you mid- and long-term. People are willing to be influenced and persuaded, but resent getting manipulated. And if manipulated, they usually find out.

Don’t present yourself falsely in any way. Don’t claim to be an expert when you are not, for example.

Last, don’t over emphasis economic factors — price, discounts, and the like — in your marketing messages. Rely more on one or more of the universal principles of persuasion where you play towards emotions, perceptions and desires.



Abelson, Herbert I. Persuasion: How Opinions and Attitudes are Changed.
Spring Publishing, 1965.

Clements, Jon. The Power Of Influence and Persuasion in Business.

As referenced in:
https://metamorphicpr.co.uk/power-of-influence-and-persuasion- in-business/

Davis, Suzanne. 7 Sensational Hooks That Grab Readers’ Attention,
As referenced in:

DeFalco, Nicole. Influence vs. Persuasion: A Critical Distinction For Leaders, 10/30/2009.

As referenced in:

Druckman, James N. “A Framework for the Study of Persuasion,” Annual
Review of Political Science, 2022.

Feld, Warren. Health Planner Influence. 1979.

Miller, Michael. The Art of Influence and Persuasion in Business.

As referenced in:

Peek, Sean. The Science of Persuasion: How To Influence Consumer
Choice, 8/3/2022.

As referenced in:

Vatz, Richard E. The Only Authentic Book of Persuasion. Kendall Hunt,

Wikipedia. Persuasion.
As referenced in:


Thank you. I hope you found this article useful.

Also, check out my website (www.warrenfeldjewelry.com).

Enroll in my jewelry design and business of craft Video Tutorials online. Begin with my ORIENTATION TO BEADS & JEWELRY FINDINGS COURSE.

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Other Articles of Interest by Warren Feld:

Saying Good-Bye! To Your Jewelry: A Rite Of Passage

The Jewelry Design Philosophy: Not Craft, Not Art, But Design

What Is Jewelry, Really?

The Jewelry Design Philosophy

Creativity: How Do You Get It? How Do You Enhance It?

Disciplinary Literacy and Fluency In Design

Becoming The Bead Artist and Jewelry Designer

5 Essential Questions Every Jewelry Designer Should Have An Answer For

Getting Started / Channeling Your Excitement

Getting Started / Developing Your Passion

Getting Started / Cultivating Your Practice

Becoming One With What Inspires You

Architectural Basics of Jewelry Design

Doubt / Self Doubt: Major Pitfalls For The Jewelry Designer

Techniques and Technologies: Knowing What To Do

Jewelry, Sex and Sexuality

Jewelry Making Materials: Knowing What To Do

Teaching Discplinary Literacy: Strategic Thinking In Jewelry Design

The Jewelry Designer’s Approach To Color

Point, Line, Plane, Shape, Form, Theme: Creating Something Out Of Nothing

The Jewelry Designer’s Path To Resonance

Jewelry Design Principles: Composing, Constructing, Manipulating

Jewelry Design Composition: Playing With Building Blocks Called Design Elements

Contemporary Jewelry Is Not A “Look” — It’s A Way Of Thinking


Merging Your Voice With Form

588pp, many images and diagrams Ebook or Print

The Jewelry Journey Podcast
“Building Jewelry That Works: Why Jewelry Design Is Like Architecture”
Podcast, Part 1
Podcast, Part 2

Easy. Simple. No tools. Anyone Can Do!

184pp, many images and diagrams Ebook or Print


16 Lessons I Learned Doing Craft Shows

198pp, many images and diagrams Ebook or Print


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