Give your audience what it craves: control.
There’s not much that doesn't get me thinking about human behavior and the innovative ways we might shape it. News and podcasts provide a steady stream of inspiration, and so does The Chronicle of Philanthropy. But sometimes I’m influenced by the most mundane stimuli. Such was the case this week when a TV commercial for Generac emergency home generators made me stop and think.
The ad wasn’t creative or entertaining, so I’m doubtful of its ultimate impact, but its strategy was chef’s knife sharp. The Weather Channel’s lead storm chaser, Jim Cantore, was the spokesperson. Who better to remind you that extreme weather events can rob you of control than the captain of climate chaos?
In behavioral science terms, the ad used authority bias to build trust between Generac and its audience. The halo effect was also at work, allowing Jim’s favorability to transfer to the product. At its core, Generac is about something in short supply that we nevertheless crave – control.
I’d love to see causes tap into this type of hard-wired human instinct. Don’t misunderstand, I’m not suggesting that you need a celebrity spokesperson. Only that you think a little more about the science behind the way we behave and the decisions we make. I believe that this is the most effective route to helping more people make positive changes.
I’ve written before about Daniel Kahneman, winner of the Nobel Prize in Economics. He explained that our minds have two systems that drive the way we think. System 1 thinking is fast, intuitive and emotional, while System 2 governs rational and considered evaluation. System 1 is easy, and of course, System 2 is much more difficult.
What makes social impact marketing challenging is that getting others to make significant changes demands that they use System 2 thinking. When a smoker reaches for a cigarette, that’s System 1. When he considers quitting due to the long-term ramifications of his habit, that’s System 2 stuff. Let’s consider how messaging can help move people down the path to System 2 thinking.
1 |
Ask don't tell.The language of public education messages needs to cede control, not demand action. Consider these maxims: don’t text and drive, stop smoking, get help, stay in school. An order appeals to no one. If your aim is to engage System 2 thinking, asking someone a question allows them enough security to begin deliberating a change. Start with a question, not a command. |
2 |
Avoid scare tactics.It pains me to see good causes frighten people away, and they do it all the time. Harsh reality often evokes a fight or flight response that is straight up System 1. It also encourages optimism bias which causes people to think that nothing too horrible will happen to them. Empathy has the opposite effect. It lets you relate to the people you are trying to help, and likewise, they can relate to you. Let people know that you understand how they feel. |
3 |
Learn from retailers.Think about stores like Saks Fifth Avenue or Neiman Marcus and the smart looking salespeople who linger by the perfume counter offering customers paper test strips. They ask if you would like a spritz. Smelling nice, you then wander to collect a few free samples from the makeup counter. The stores realize that you need to hedge your bet before buying an expensive bottle of cologne or moisturizer. Imagine the fear at play when someone enters a rehab facility or meets with a social worker about permanent supportive housing. It’s not possible for every intervention, but if you can, let people give your organization a try before asking them to commit to a total reset. |
Think about your least favorite activities. Envision the discomfort of a hospital stay, the time-halting waiting room at the DMV, or the frustration at a boarding gate when there is a flight delay. Remember the impatience you felt sitting in a traffic jam with no visible end? A complete lack of control is the common denominator. If you can instill control in your audience, you’ll give more people the power to ride out whatever storm they may be facing.
It's up to you to make it up to them,
Kevin
