E33 Problem Page - The biggest mistake!

09/27/22 • 17 min

Episode 33 kickstarts our 3rd series The Problem Page.

Q. What is the biggest mistake when planning behaviour change marketing?

A. No behaviour change goal.

This episode explores the reasons why we may not start with behaviour change goal and the confusion between a policy goal and a behaviour change goal.

Ruth shares two case studies and how the focus shifted when using behaviour change goals.

We explore how you can stop running more awareness campaigns, and shift from piling knowledge onto people that doesn't lead to action. How you can get more creative and increase your impact.

Quote

“Not having a goal is a symptom of not actually knowing what we what our audience to do.” Ruth Dale

3 AHA moments

The pressure to deliver often means the insight part is skipped. Skip this at your peril. Without knowing what the desired behaviour is you cannot communicate it!
By focusing on a goal that is about behaviour, it takes your marketing into new arenas that will unleash your creativity and connect with your audience in new ways.
Our data sources may keep us focused on the problem – when considering your new behaviour ensure you can measure it. If not, don’t do it!

The next Behaviour Change Marketing Bootcamp is live. The final date for 2022 is November 2nd. The Early-bird is open.

Click here for half price training places before they run out.

Want your team to get on the same page around behavioural science?

Book a call with Ruth to discuss your needs.

Episode 33 kickstarts our 3rd series The Problem Page.

Q. What is the biggest mistake when planning behaviour change marketing?

A. No behaviour change goal.

This episode explores the reasons why we may not start with behaviour change goal and the confusion between a policy goal and a behaviour change goal.

Ruth shares two case studies and how the focus shifted when using behaviour change goals.

We explore how you can stop running more awareness campaigns, and shift from piling knowledge onto people that doesn't lead to action. How you can get more creative and increase your impact.

Quote

“Not having a goal is a symptom of not actually knowing what we what our audience to do.” Ruth Dale

3 AHA moments

The pressure to deliver often means the insight part is skipped. Skip this at your peril. Without knowing what the desired behaviour is you cannot communicate it!
By focusing on a goal that is about behaviour, it takes your marketing into new arenas that will unleash your creativity and connect with your audience in new ways.
Our data sources may keep us focused on the problem – when considering your new behaviour ensure you can measure it. If not, don’t do it!

The next Behaviour Change Marketing Bootcamp is live. The final date for 2022 is November 2nd. The Early-bird is open.

Click here for half price training places before they run out.

Want your team to get on the same page around behavioural science?

Book a call with Ruth to discuss your needs.

Previous Episode

E32 #commshero tips - how to build a successful community

#commshero 2022 19-23 September

This episode offers you practical tips on community building by expert guest and #commshero community builder Asif Choudry.

Asif is marketing and sales director at We Are Resource and has built a global communications network called #commshero.

What started as an online communications conference 8 years ago is now a strong and vibrant community all year round. This year's #commshero conference lasts 5 days and...

Has over 50 sessions.
Is available on demand for 12 months.

If you look at the #commshero website you will see the saying - “With great power comes great comms responsibility” and we couldn’t agree more so we were delighted to welcome Asif to talk about how he created the legendary #commshero.

Asif's Quote

“We are so good at making everyone else look good ...that is why we set up the community - to create the safe space for people to actually be positive and shout about the stuff they have done and share that best practice with the community. It shouldn’t take a pandemic to make a CEO to recognise the value”

Books & links

#CommsHero Week 2022 – CommsHero 19-23 September 2022
FuturePRoof (futureproofingcomms.co.uk) by Sarah Waddington Future Proof
Sustainable Marketing – How To Drive Profits with Purpose by Gemma Butler and Michelle Carvill

3 AHA moments

Know why you are building the community and tap into the sense of belonging.
#commshero is still used as a conversation tool still running after 8 years. Think how long are you planning your community to last?
Be there – don’t post and disappear. Don't schedule and disappear. Go in with eyes wide open and be there.

See you at #commshero 2022 starts on the 19th September.

The next Behaviour Change Marketing Bootcamp is live. The final date for 2022 is November 2nd. The Early-bird is open. Click here for half price training places before they run out.

Want your team to get on the same page around behavioural science? Book a call with Ruth to discuss your needs.

Next Episode

E 34 - Don't push the big red button - power of negative social proof

Episode 34

Dear Bootcamp,

Every year we run health campaigns reminding people not to use emergency services for non-emergencies and we also frequently tell them not to miss their appointments as it costs loads of money and appointments are hard to come by. So if they cancel someone else use that appointment. We are still tackling the same issues a decade later, what else can we do?

Best wishes

ANON

Bootcamp says.....

You are using a messaging strategy called ‘negative social proof’.

What is negative social proof?

Negative social proof is essentially when you use examples of the problem behaviour or your lead in your messaging with the negative message. What you want people to stop doing.

All it does is place the problem at the front of the mind and can go as far as to normalise that behaviour and in turn give permission for others to join the herd and do the very behaviour you don’t want.

Negative social proof explained in 60 seconds

Professor Robert Cialdini, Dr Noah Goldstein and Steve Martin ran a research project at the Arizona Petrified Forest testing what messages would stop the visitors from stealing pieces of petrified wood. They divided the park into three zones and posted two signs with different messages in two of the zones and left the third zone as a control group.

Sign one: Please don’t remove petrified wood from the park, in order to preserve the natural state of the Petrified Forest.

Sign two: Many past visitors have removed the petrified wood from the park, changing the natural state of the Petrified Forest.

What was the result? Did the messaging impact on behaviour?

Yes!

Sign two tripled the amount stolen! 😲

The lesson?

Tell people what you WANT them to do.

Do not lead with what you do not want them to do.

3 AHA moments

Do you have a messaging strategy? Do you plan using a messaging strategy. Do you use negative social proof unknowingly?
Use negative social proof in your strategy but not alone. It will get attention, shock and drama but will not deliver action and can seriously backfire!
Focus on what you want people to do. The desired action. Reduce the noise.

Links

BAD LUCK, HOT ROCKS (badluckhotrocks.com)

The next Behaviour Change Marketing Bootcamp is live. The final date for 2022 is November 2nd. The Early-bird closes 12th October.

Click here for half price training places before they run out.

Want your team to get on the same page around behavioural science?

Book a call with Ruth to discuss your needs.