- Wed, April 25 2012
- Filed under: Marketing essentials
When you’re trying to compel people to action, you have a fierce competitor.
It’s the status quo.
Suppose you’re trying to get people to stop texting while driving or to buy a green product or to sign a petition. Those people are deriving real benefits from NOT taking action. They might be getting extra work done (at 60 mph) or saving money (by buying the non-green product) or avoiding expending political capital (by pushing for your agenda).
You have to overcome the status quo with the prospect of something worth the price of change. Do that by focusing not just on the benefits of taking action - but also the benefits of inaction. Therein lies your message. You must beat the allure of the status quo before anyone will change.