Getting some action

My mentor, Bill Novelli, once said to me, “If we’re simply in the business of ‘building awareness,’ we might as well be shoveling pamphlets out of airplanes.” He believes marketing is about motivating people to do something - not just think something. I couldn’t agree more. Never fall into the trap of saying “if people only knew (fill in the blank), they would (fill in the blank).” Information does not equal action.

Today I got an email from sharp-eyed blog reader Margaux O’Malley of Grand Junction Design, who writes,

I was wondering if you had seen the “Voice for the Uninsured” ads in the Metro Center station. It looks like the AMA bought every possible ad space in the station, and then some (banners hanging on the sides of the escalators, etc.). The ads are interesting, and do a good job of connecting with individuals. For example, they have a photo of a young woman with a statement about how she will be forced to deliver her baby in the emergency room because she can’t afford prenatal care. Another photo with a statement about someone who must choose her Parkinson’s meds over her blood pressure meds because she can’t afford both. This is all very compelling. But I didn’t see a call to action anywhere! All the ads list the Web site - http://www.voicefortheuninsured.org - but it’s unclear to me why I should go there. Just wondering whether you had seen this, and what you thought of it.

I haven’t seen the ads, but I think Margaux sums up their strengths and failings well. Sounds like they grab your attention by putting a compelling human face on a problem, but they don’t have a strong call to action. They are pamphlets from airplanes. The website is not much better - lots of facts and AMA’s policy position, but no easy way to take action that leaps off the page. They have some vague language about voting in November, but I don’t get it. They should have said in the metro ads, “Don’t like these choices? Demand better by (insert specific action here—like signing a petition, adding your email address to a website list, calling Congress, etc.).” Then the site should have clear actions. Instead, you get facts about “1 in 7 people” being uninsured, which doesn’t make me want to do anything at all other than shake my head at the sorry state of our health system.

Don’t ever settle for getting someone’s attention. Channel attention into action if you want to change the world.

Posted by on 09/25 at 09:06 PM

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Comments

We have friends that made a computer game called Space Trader & their website is “playspacetrader.com”.

After reading your blog, I was just thinking about how each time someone sees their website link, they will be encouraged to play.

I’ll definitely be looking for ways to encourage people not to just know our site exists but to come participate when we start marketing our site fashionmash.com.

THANKS for your great blog.

Posted by Meg H. on 09/25 at 11:05 PM

Great, great post! I am hoping your message in this post spurs us to action. We do a good job of communicating the message. We need to do a better job of calling people to action. Thanks!

Posted by Casey Ross on 09/26 at 07:55 AM

You’re so right, Katya. Because without the action—and certainly without even a call to action—the campaign’s potential shifts from huge to “who cares.” I’m amazed at how often the call to action falls off the radar nonprofit-wise.

Think one reason why is that folks fail to get content and design reviewed by those outside the org or the agency. I call on my friends and husband (yes, they might hate me for it) for objective takes on the marketing products I’m crafting for nonprofits. We just have to get outside the internal perspective.

Posted by Nancy Schwartz on 09/26 at 10:37 AM

I agree with you, Katya! If you want to achieve your dream, you have to action! And you have never hesitate to do what you do. Very good post. Thank you!

Posted by Farming on 09/26 at 11:09 AM

Katya - thanks for posting this and getting the discussion going. Nancy’s comment really resonated with me. I also have been known to ask for an outsider’s perspective, though not as often as I should. It’s easy for us to fall victim to the “curse of knowledge”, and completely forget what it’s like NOT to have the knowledge or passion in question. Unfortunately, most of the time, the rest of the world does NOT have it!

Posted by Margaux O'Malley on 09/26 at 12:29 PM

Katya, I could not agree more with this message.

I just want to point out how mind-bogglingly many people in PROGRAM make the same mistake.

From women’s empowerment and business training to AIDS/HIV prevention programs, we’ve seen program after program that goes like this:

1. Gather people in need.
2. “Teach” (tell) them how to improve their lives (use condoms, keep track of finances, etc.)
3. Conduct a survey showing that X% of clients feel that their knowledge improved.

Applying your knowledge of marketing, can’t you see the problem with this? Aren’t you worried that all those dollars you’ve so tirelessly and brilliantly worked to raise may as well be lit on fire?

Posted by Holden on 09/26 at 01:18 PM