- Sat, October 08 2011
- Filed under: Marketing essentials
The one essential thing? ONE.
Let me explain. Storytelling is a great way to compel action. And the key to action is emotion. And emotion is triggered most strongly by experiencing something on a scale of one.
This phenomenon is called the “identifiable victim effect” or “singularity effect.” In other words, when humans hear about one identifiable victim, we care more than when we hear about millions. We tend to donate more when we feel we are helping an identified, single individual. I’ve blogged quite a bit about it, but this video is worth sharing. Dan Ariely, author of Predictably Irrational, sums up everything you need to know about this phenomenon in five minutes. Enjoy this short behavioral economics lecture!
And remember: The most important motivator in giving is how close people feel to a cause - whether it be to an identified victim or to a shared ideology. Your best bet is to build that closeness through stories about individuals.