As an entrepreneur, when you start to develop your products or services, it is important to understand the concept of “modes of appeal” and how it can affect your success in the market. Appeal forms are about identifying and communicating the unique features and benefits of your product or service that will attract and retain customer interest. Here’s a deeper insight into what appeal forms entail and how you can take advantage of them as an entrepreneur.
What exactly are forms of appeal?
Appeals, also known as unique selling points (USPs), refer to the specific features, qualities or benefits of your product or service that differentiate it from the competition in the market. It is these unique aspects that appeal and convince potential customers to choose your particular solution over the alternatives.
Identification of appeal forms
Identifying your appeals requires a deep understanding of both your target audience’s needs and your own product or service’s strengths. Ask yourself what makes your product different or better than what is already on the market. This may include attributes such as unique functionality, high quality, cost-effectiveness, convenience or an innovative approach.
Communication of appeal forms
Once you have identified your forms of appeal, it is crucial to communicate them clearly and convincingly to your target audience. This can be done through your marketing strategy, branding, product descriptions and direct communication with customers. Explain how your product or service can solve specific problems or meet specific needs of your customers.
Targeted marketing
Appeal forms play a crucial role in your marketing strategy. By understanding what appeals to your customers, you can create targeted content and messages that resonate with them. This can help attract customers who are most likely to be interested in your product or service.
Create value for customers
Appeal forms are about showing the value of your product or service to your customers. When you focus on solving their problems or meeting their needs in a unique way, you not only achieve sales, but also customer satisfaction and loyalty. By creating a positive experience for your customers, you can build a strong reputation and an ongoing customer base.
Three different forms of appeal
There are three forms of appeal: Etos, Logos and Pathos. Forms of appeal can be used in an attempt to convince or influence the recipient in a certain direction.
Ethos
Appeals ethos is used when the sender uses experience or statistics to convince the receiver. It inspires confidence in the recipient.
Logos
Logos is a form of appeal that speaks to the reason and logic of the recipients. Logos focuses on the fact that evidence and assertion must be logically connected. With logos, the sender builds his claim with reasonable arguments.
Pathos
Pathos is when the sender appeals to the receiver’s emotions by evoking a very specific feeling with e.g. their marketing. Pathos can appeal to all emotions.
Constant development and adaptation
The market and customer needs change over time, so it is important to constantly evaluate and adapt your appeals. Continue to monitor what works and how your target audience responds to your messages. This allows you to adapt your strategy to stay relevant and competitive.
