Series on Persuasion: Foster understanding to deepen influence

One way of boosting sales is by letting the market know how much work has gone into making that product. This not only helps the customers to understand the procedure but also accept and applaud its efficiency. It tells a story and adds credibility to the organisation’s claims.


Apple for instance, created a video to tell its customers about how important their gratification and ease of using their product is. In the video, the vice president of different portfolios explain the idea behind the design and what makes it robust as well as unique.

The video, for their new MacBook, is about the quality of the product as well as its aesthetics, which are the traits that matter the most to the customers.