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HAM is Simple Way to Convince Your Audience to Take Action

Gus Wagner

Gus Wagner speaking at the Simonsen Business Academy in Jefferson City, Missouri 

What if we told you that the two simple things you needed to do to persuade your audience to make the decision you want them to make both amounts to something as simple as HAM? Yes, HAM.

What we’ve learned at The Rocket Group is that HAM is what persuasion is all about.

How do you make people buy a product, advocate for a cause, or vote for a candidate? Whether you hope that a consumer will buy something or become a fan of something, or whether you hope a constituent will vote for something, the same two things have to happen: you need to capture that person’s heart and their mind. You need to win their ham.

Whether it’s an idea, an issue, a person, a product, or anything else you’re trying to convince someone about, you need to win their hearts and their minds. Win the heart and you’ve won the emotional appeal; win the head and you’ve won the logical appeal. Win them both, and you’ve got their vote, their transaction, or their donation.

If you can convince somebody’s HAM, you'll have them in your wheelhouse to make the purchase that you want them to make, make the decision that you want them to make, or to vote for the candidate you want them to vote for.

Need help finding the hearts and minds of your current, potential, and future audiences? Drop a line anytime! 


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Gus Wagner

Gus Wagner is the President.Owner of The Rocket Group – an award-winning marketing and communications firm. The Rocket Group has specialized in building effective tools across traditional means and new media for clients in businesses, organizations, and nonprofits since 2001. Gus is also a five-time certified Social Media Strategist, a former Chief of Staff in the Missouri State Senate, a retired national champion amateur hockey coach, and a would like to be a singer/songwriter. His Welsh Corgi, Taffy, lets Gus and his wife, Farrah Fite, live with her in Jefferson City, Missouri.

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