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French to English translations [PRO] Marketing - Advertising / Public Relations / drug marketing
French term or phrase:levier de conviction
"Le levier de conviction sur lequel va s’appuyer la communication: xxx n’est pas mortel
mais il provoque de telles douleurs qu’elles peuvent donner envie de mourir"
(the product combats the pain)
This will probably seem evident - I did search the glossaries (what an adventure that is sometimes) so no scolding, please - I'm hoping someone has an equivalent phrase common to the marketing domain - I should know it but my brain is idling at this point (needs sleep!) ;-) TIA
I added UK in parenthesis because that's the English I worked into here, but I'm sure it would work as well in US English.
Thanks to all for your suggestions - I'm sure all the variants of "sales pitch" would work equally well in a selling context, but here it was about raising awareness of a disease in order to spur action... sorry I didn't specify that in my question!
Automatic update in 00:
50 mins confidence:
the views/belief lever
Explanation: except I'm not sure how the communication should come in here
DocteurPC Canada Local time: 13:59 Native speaker of: French, English