Image of a man trying to get attention

How to use ego to get your audience’s attention

Now I’ve figured out that ego is just another name for our defence mechanism (and a reminder of what scares me about life), I can see it has great potential for persuasive copy.

Knowing that an audience cares deeply about something, and then stepping into their ego from a defensive point of view could add  a lot of weight to any piece of persuasive writing.

For example, if an audience is supremely proud of something, knowing what would it feel like if that something was attacked may bring about a quicker “that’s right!” response.

If your article involved any kind of hero/villain relationship, knowing how that villain would affect the audience’s ego will give you new angles to get them on your side.

Quentin Pain

Quentin's earliest ambition was to become a rockstar (his band once backed The Waves who went on to win the Eurovision Song Contest). Unfortunately he decided to start a business to support his rock star dream, and as luck would have it, the business took off big time and the rock star dream died. He was 23. By the time he reached 50, his total business count was 6. The last one was Accountz that went from zero to 36,000 customers in 6 years. He now runs ProofMEDIA who specialise in multimedia online content (written, image, video and audio) that wins trust, engagement and long term sales. Quentin is also a published author (including a Dummies title), and has won many awards including the IAB Small Business Mentor of the Year. He is a Fellow of the Chartered Institute of Marketing.

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