Why I believe the art of influence is ethical
- Thu, January 19 2012
- Filed under: Marketing essentials
I had an interesting comment to yesterday’s post. Someone wondered if it was “trickery” to use defaults to influence behavior.
That’s an excellent point to raise, especially since I intend to post a lot this year about influencing people through an understanding of how they think. If you’re a regular on this blog, you know it’s my favorite topic.
Richard Thaler and Cass Sunstein have labeled this idea “Libertarian Paternalism.” As my friend Alia McKee puts it, libertarian in this context means people should be allowed to do what they like — even if it is eating junk food, using plastic grocery bags, driving Hummers or not saving a dime. Paternalism means it is legitimate to try to influence people’s behavior in order to make their lives better and guide them to choices that benefit the greater good. When combining libertarianism and paternalism, choices are never blocked off. People may continue to do as they please. However, the choices are designed to influence a particular outcome that will make the choosers better off.
Last time I checked, that’s what most of us were in the business of doing: Persuading people to do the right thing. Is that immoral? I would argue instead that wasting precious resources by dealing with social issues ineffectively is immoral. Those of us working for the public good have an ethical responsibility to be effective and efficient in reaching as many people as possible. If we can’t make a compelling case that prompts people to act, then we have failed to make a difference and wasted valuable time, effort, and, often, donor and taxpayer dollars. To be clear, I’m not saying we should lie, misrepresent ourselves or be inauthentic. I’m saying we should operate out of a deep understanding of our audiences and how we can connect our cause to their hearts and minds. We should seek to influence, not manipulate.
So let’s not shy away the art of influence. Including yesterday’s example of using defaults and choice in effective ways.
How to get started?
As Alia McKee wrote in an eBook we co-authored with Mark Rovner:
–Ask yourself, “What is it I want my audience to do?”
–Identify potential barriers that might prevent them from doing it.
–Lift those barriers, not by blocking off choices, but by making it easy for your constituents to make the decision that is in their (and your) best interest.
–Remember, small details count. Sunstein and Thaler outline a terrific example of the devil in the behavioral details:
“In The Schiphol Airport in Amsterdam, authorities have etched the image of a black housefly into each urinal. It seems that men usually do not pay much attention to where they aim, which can create a mess. But if they see a target, attention and therefore accuracy increase. Staff conducted fly-in urinal trials and found that etchings reduced spillage by 80%.”
Sorry, I couldn’t resist the example. The concept of persuasion is not a waste. It’s a way to prevent a waste of your resources.
Comments
Hi Katya,
I’m on board with you 100% about your articles to persuade and influence people. I’m not surprised that someone from the non-profit sector would call it “trickery” as some very kind and well-meaning people who work in nonprofits lack the business, sales/fundraising and marketing experience needed to get the results required to create change and use donors funds efficiently and effectively. They can learn a lot from your blog posts.
I remember the cartoon you posted about the church that needed a new roof yet the caption stated that that they are all set with their marketing. I urge all of you in the nonprofit sector to listen and implement Katya’s excellent advice on influencing.
Katya, I agree with you and I believe the art of influence is ethical, neccessary and should be a requirement at nonprofits. Too many nonprofits, including some I volunteer with, don’t use influence and their programs suffer-The real tragedy is that the people and animals that are in the most urgent need for help or rescue continue to suffer as a result. Thank you! Kirt
Somewhat gross yet effective behavior modification - go Schiphol! Boys just want to have fun.
Kirt - I completely agree with your statement. There is a lot of resistance in non-profits who worry that using the best practices of enterprise will somehow compromise the focus on mission. Those who fail to do so, however, will not thrive in this competitive economy.
Great article! As a recent college grad in Strategic Communications, I have struggled with the idea of “manipulating” people with marketing/branding tactics. It’s easy to think of it as manipulation when you’re only trying to get someone to buy something - which is why I decided to become involved in the non-profit sector.
I found this post very inspiring - thanks for sharing!
Have to absolutely agree. The power to influence is like alcohol - having more brings out more of who you already were.
If you’re a good person who is going to attempt to influence a good outcome, you’ll keep doing that. And no matter what we do, people with bad intentions will still use influence to get what they want, and in fact will resort to manipulation.
Are the good to do nothing? That would be folly. And the truth is, everyone influences others with their actions and behavior. The difference is - are you doing so with purpose?
I agree with you. I am not sure if you are familiar with the work of Paul Dolan, a professor at London School of Economics. He and others have worked on something called MIND SPACE and how to use influence in public policy. Below is a link to the report. It is very interesting…
(http://www.instituteforgovernment.org.uk/content/133/mindspace-influencing-behaviour-through-public-policy)
I agree that a lot of people in the nonprofit world struggle with the ethics of marketing influence. But I believe that we have to work within the constrains of our reality and make the best of it. You do an excellent job of it.
Great blog post Katya - i’d never heard of these concepts before and I love your example! Seriously though, I think as long as the intention is good then a little bit of persuasion never hurt anyone.
This is really a new point of view about persuading and influence people that I have seen recently. I can see the fact that advertising and marketing have been trying nonstop to persuade consumers to buy, I sometimes feel annoying but I haven’t realize what is wrong about this until your post here. The ethic issue keeps us thinking about what should be done to improve or change the situation in a better way. However, everything will works all the time. As long as we know that we have tried our best, we can believe things can change step by step!
Thank you for sharing!