Marketing funnel design expert Yu Tae-young released his new book, Structure of Persuasion, on July 10. The subtitle is 'Designing a Bias-Transition Funnel to Uncover Consumer Prejudices and Raise Product Awareness,' which analyzes the consumer decision-making process and presents an effective persuasion structure.
This book is the result of Yu's analysis of hundreds of marketing funnels he has built over 15 years across various industries. He noted that funnels achieving high performance across different sectors, products, and market environments exhibited similar patterns, which he systematized under the concept of 'bias-transition funnel' and summarized into a six-step cognitive design formula.
In the book, Yu argues that the reasons consumers do not purchase products or services are not merely due to a lack of information. He identifies established mindsets and perception systems as key barriers to purchase decisions. Drawing on the Reticular Activating System (RAS) and Daniel Kahneman's System 1 theory, he explains that persuasion is not about adding information but rather about changing existing perceptions.
The proposed persuasion structure begins by helping consumers recognize problems on their own. It then guides them to understand the principles of solutions, identify the limitations of existing methods, and reinterpret the causes of failures. Following this, it builds trust through real-life examples and storytelling, presents new perspectives, and leads to purchase decisions by offering proposals that share the risk with the seller. Yu emphasizes that this sequence aligns with the human belief formation process, making it difficult to arbitrarily omit or alter.
The book also includes insights from Yu's business experiences. After a business failure in 2008, he developed the marketing automation solution 'LeadGen.' In 2019, he published Choice Design Marketing, introducing the concept of funnel marketing in South Korea. Subsequently, his company’s online store, 'Sangsang Market,' achieved annual sales of 20 billion won through a single funnel strategy, which he used to establish a practical framework applicable in various companies and educational programs.
Structure of Persuasion utilizes a range of examples from modern marketing, Aristotle's rhetoric, religion, and Apple to elucidate the principles of persuasion within a unified structure. The book consists of six parts, 19 chapters, and 448 pages, and includes a 'Master Pack for Designers' featuring bias-transition funnel design diagrams, practical workbooks, checklists, case analysis materials, and a recommended reading list for marketing.
In the prologue, Yu states, 'Persuasion is not about luck or intuition; it is a process of designing a structure,' emphasizing that the choice of design methods applied moving forward will determine outcomes more than past failures.
Industry experts anticipate that this book will serve as a new practical guide for businesses and practitioners aiming to establish marketing strategies based on consumer perception structures, especially in an environment where simply increasing advertising budgets is insufficient for achieving results.
* This article has been translated by AI.
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