If you want people to act, don’t emphasize inaction
- Mon, July 11 2011
- Filed under: Marketing essentials
Social norms are powerful.
If you want people to do something, they’ll look to what others are doing before taking action.
That’s why it’s such a bad idea to emphasize inaction when you want action! It will simply discourage the very behaviors you’re seeking.
Don’t say, “Only 10 percent of people are filling out this electronic form, we need to do better!” It just makes me feel in good company when I don’t take action.
Don’t say, “Almost no one has supported our cause this year! We really need your help.” It makes me think there’s a good reason people aren’t giving.
Don’t say, “Most Americans are obese, we have to change this!” It makes me think it’s a lost cause - and that one more Big Mac is an act of camaraderie.
If you want action, make people feel they are are part of something positive.
“We’re aiming for 100% of forms filled out by Friday - and we’re on our way there.”
“Your donation will provide a school lunch to Jason every day this year. Join the hundreds of donors supporting kids like him.”
“Take the stairs - you’ll burn 50 calories, which makes you an active soul. Well done!”
Celebrate and publicize everyone taking action and you’ll inspire the rest.
Comments
Such a simple change. Thank you.
Katya: I just compared your blog to tiramisu: Deceptively light, but laden with calories. (good ones!) Keep feeding us!
Ruth
Ruth and Anne you made my day. I’m especially happy to be tiramisu. Now that’s a pick-me -up:)
Great advice – people always look to those around them to see what to do next, and framing your message in a positive way will be received much better.