Steve Farnsworth (twitter user TheRealPRMan) has written a super blog entry titled Let's Shoot the CEO: Is Pay for Placement PR a Brilliant Idea or Acutely Ignorant.
Steve makes a powerful case against pay for placement. But that's not the focus of this blog.
What excited me, and why you should read it, is Steve's use of a word picture to change behavior.
Rather than attempt to convince with industry statistics, a long monologue comparing pay for placement vs traditional, or even testimonials, he cuts to the chase with a simple, but vivid word picture to shift the potential client's mindset.
Steve's experience also provides one other lesson on persuasion. You have to believe in what you offer. I can think of numerous service providers who would have immediately acquiesced to what the client thought they wanted. In Steve's case it's clear he knew the value of what he was offering and wanted the client to get the full benefit of his service. That's the power of the confidence that comes from firm belief ... and a determination to see that the client gets full value.
Oh, and make sure you read all the way to the end to see the extent of the change.
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