Get Paid for Listening: The Power of Communication in Business- A Story

Derren Brown NLP

Derren Brown “Paying with paper”

Anchoring in action

Using Effective Communication In Advertising your Business

One of the pillars of effective advertising is the pristine application of the concept of anchoring. Anchoring is a concept grounded in NLP, it involves persuasion of individuals into performing an action of your own interest , by exploiting a person’s prior experience of an event/ symbol (such as the use of images and other audio- visual media recognizable to a particular market to trigger the market into the action that the seller desires).

For instance, colors hold symbolic meanings; green usually denotes the earth, nature, life, environmental conservation and more recently green energy. A product aiming to appeal to environmentally conscious individuals may opt to have green as the color of its packaging. This may also explain why green is the colour a commonly used  for the recycling logos found on the packages of many household items.

Another common use of anchoring in advertising is using catchy phrases that bear certain meaning to people of a given cultural identity to sell a product . An example that easily comes to mind is the phrase “catch a big Mac” used in advertising burgers of a leading fast food franchise.

Effective Communication: The case of the Toyota Car Recall

Recently, the world’s largest car manufacturer had to perform a recall on several of its popular brands following worldwide reports of a defective acceleration pedal that posed a hazard to its customers. It should be noted that in business, the possibility of product recall is always real even in settings where quality control measures are well organized and  high manufacturing standards are adhered to. This should awake us to the fact that the Toyota situation is in no way unique to Toyota.

According to a report published in 2003 by the British Retail Consortium, these events (product recalls)usually occur without warning and in occurring, they present serious challenges to the reputation of a company and its brand. This puts the future profits of the company at risk as the brand as elementary business informs us that a brand is the primary way via which companies communicate with their focus markets.