Contrast works like the pendulum in a clock: to go one way, the pendulum has to first go the other. Each side provides momentum for the other side.

Steve Adams
Steve Adams

Popular conference speaker and writer who worked in TV, radio and magazines and as Tearfund’s Head of Global Brand and Communication.

Why is contrast so important?

Because it prompts action. When people feel strongly about something, they react – they take action. And contrast enables that.

The brain uses contrast to determine reactions and response. But if in our communication we fail to provide contrast, the brain will itself provide something to contrast with the one thing we’ve given it. And this ‘contrast’ is normally a ‘do nothing’ option.

As Steve Adams writes, “whenever I make a direct fundraising ask, I will always offer two choices which contrast with each other in some way. This helps shift the question from ‘Should I respond?’ to ‘Which option should I respond to?’”

This is vital for persuasive communication. When we communicate, providing the brain with two options for response or action will mean it’s more likely that one of those responses will be chosen.

Wanna know more? Follow the source!

The text above was taken and slightly edited from the following source.

Source: The Centre Brain: 5 Prompts To Persuasive Power (Book) by Steve Adams

  • Marketing & Advertising
  • Communication
  • Content Creation
  • Content Marketing
  • Contrast
  • Persuasion
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