Hooked

Part 2

Section 3Incite action

So far, we have addressed how to use attention to get people to notice a message, and how to use cognitive processing to get them to absorb it. But what should that message actually be?

Importantly, the way in which a message is put together can have a powerful effect on its ability to influence its audience.

To give an example, in the 1960s, the heartburn and indigestion relief tablet Alka Seltzer managed to use an extremely intelligent message to increase its sales significantly – not quite double their sales, but almost.¹ How? The brand introduced the slogan ‘Plop, Plop, Fizz, Fizz’, while plastering their packaging and advertising with imagery of two tablets fizzing in water. The subtle suggestion that two ...