We’ve been taught to not say anything if we have nothing nice to say, so sometimes avoid talk of negativity.
Folks are more prone to act to avoid loss than seek gain so don’t be afraid to talk about dangers.
Over the last few weeks I've been sharing a series of behavioral tips that can be applied to everything from wealth management to marketing and everything in between.
I've compiled them all below in a thread:
We’ve been taught to not say anything if we have nothing nice to say, so sometimes avoid talk of negativity.
Folks are more prone to act to avoid loss than seek gain so don’t be afraid to talk about dangers.
Excessive information leads to decisional paralysis.
Shoppers were more likely to buy when fewer food samples were offered.
Keep meetings uniform in focus and simple.
People are far more likely to follow through on a behavior when they’ve chosen it. Holds true experimentally in everything from eating veggies to doctor satisfaction.
Give two equally attractive alternatives and let them choose.
JIF nailed this with “Choosey moms choose JIF.”
Who doesn’t want to be branded the kind of parent who is choosy about what they give their kids?!
Put folks in a box they want to be in.
Lots of decisions make people tired. Tired people make dumb decisions.
Folks make more irrational decisions (eg, just picking the first name) the further down an election ballot they get.
How can you streamline your process?
Folks tend to evaluate an experience based on the highest/lowest point and the ending.
Your conversations or client experience should have a defined peak and end strong.
The more salient we can make a concept (ie, the less abstract) the more likely people are to act.
Charity organizations do this by highlighting the stories of specific children or families in need.
Placing a strip of tape in grocery carts and asking shoppers to fill the space with fruits and veggies increased their consumption by 102%.
Tell people what other people are doing (if it’s good) and let social proof work.
People are wired to avoid extremes - cheapest or most expensive, biggest or smallest - and so we can impact a desired behavior by framing it at the midpoint.
WS sold more $275 bread machines after intro-ing a cheaper 1
People become inured to expected positives but love unexpected positives.
How can you exceed expectations?
How can you incorporate unexpected happiness into your process?
Be surprising to be memorable.
Food with a more descriptive label (“Belgian Black Forest double chocolate cake”) is perceived as more satisfying and delicious than food with simpler labels.
You being richly descriptive when positioning your offering?
Smokers who were tasked with convincing a friend to stop smoking were more likely to change their own attitudes as well.
Sometimes helping others first is an indirect route to helping ourselves.
Special K had a “What will you gain when you lose?” campaign that emphasized increased feelings of confidence rather than the sacrifice of dieting.
A lot of + behaviors (eg, saving money) are viewed as a loss, so focus on +
People are lazy so make what you want them to do the default option.
Many delivery sites pre-enter the tip amount rather than leaving it to the discretion of the customer.
How can you default to client-centric behavior?
Working for a distant outcome can be de-motivating. Immediate feedback helps folks press on.
A great example of this is the Toyota Prius, that gives it drivers an Eco Score out of 100 based on how earth friendly recent driving has been.
People really, really dislike ambiguity and taking unknown risks.
Some carmakers offered full refunds during the GFC for those who bought a car and then lost their job.
Doctors now provide detailed descriptions of what to expect in surgery.
We all know not to go grocery shopping when hungry and, sure enough, people ordering groceries online make healthier choices than those shopping in store.
Make decisions in a cool state and pre-commit to what’s right.
Credit cards are the most obvious example of this but even pre-cut and pre-washed vegetables are an example.
By removing the lost time attributable to cutting and washing veggies, people are more likely to eat healthy.
People are most likely to select the good/service they spend the most time with.
That means that packaging, web design, user friendliness and visual appeal all directly impact purchase behavior.
People don’t like to wait for good stuff so emphasize the positives that are happening today!
Eg, get $200 cash back when you sign up for ABC credit card.
What positives accrue to someone *today* when they do business with you?
More from Life
TW: suicidal ideation.
At the darkest days of the abuse I was being subjected to I decided to attend a conference for women in Los Angeles. I convinced my mother in law to pay for it because I couldn’t afford it. @ChristineCaine was preaching. I was desperate...
1/
I wanted to die, I didn’t see a way out and I had tried everything. I imagined many ways to die daily. The most recurring one was throwing my car down a bridge I had to drive over every day. I never did it because my kids were in the car and I was afraid one of them would...
2/
survive or I’d kill someone on the way down.
Christine spoke about honoring your pastors even when they weren’t great, she spoke of us expecting too much of pastors and how wrong that was. She said God would use our testimony if we submitted to our pastors.
3/
She said “honor your pastors, God will honor you.” She said more about having disagreed with her pastors but she submitted and God honored her and now she’s blessed. How if they are faithfully serving God, we need to support them and not forfeit what God has for us.
4/
I felt my heart drop into my stomach. I got up and went to the bathroom because I couldn’t breath and I felt like I was going to faint if I didn’t scream. I now know I was having a panic attack. I sat on the toilet w/my head between my legs, breathed and wept..
5/
At the darkest days of the abuse I was being subjected to I decided to attend a conference for women in Los Angeles. I convinced my mother in law to pay for it because I couldn’t afford it. @ChristineCaine was preaching. I was desperate...
1/
There are many reasons why the unfolding news of Ravi Zacharias\u2019 abuse is enraging. But for me, there\u2019s one other piece. The women he chose to abuse were young, massage therapists, ethnic minorities, likely women who were not in positions of power or education.
— Devi Abraham (@devi_writes) February 12, 2021
I wanted to die, I didn’t see a way out and I had tried everything. I imagined many ways to die daily. The most recurring one was throwing my car down a bridge I had to drive over every day. I never did it because my kids were in the car and I was afraid one of them would...
2/
survive or I’d kill someone on the way down.
Christine spoke about honoring your pastors even when they weren’t great, she spoke of us expecting too much of pastors and how wrong that was. She said God would use our testimony if we submitted to our pastors.
3/
She said “honor your pastors, God will honor you.” She said more about having disagreed with her pastors but she submitted and God honored her and now she’s blessed. How if they are faithfully serving God, we need to support them and not forfeit what God has for us.
4/
I felt my heart drop into my stomach. I got up and went to the bathroom because I couldn’t breath and I felt like I was going to faint if I didn’t scream. I now know I was having a panic attack. I sat on the toilet w/my head between my legs, breathed and wept..
5/
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Recently, the @CNIL issued a decision regarding the GDPR compliance of an unknown French adtech company named "Vectaury". It may seem like small fry, but the decision has potential wide-ranging impacts for Google, the IAB framework, and today's adtech. It's thread time! 👇
It's all in French, but if you're up for it you can read:
• Their blog post (lacks the most interesting details): https://t.co/PHkDcOT1hy
• Their high-level legal decision: https://t.co/hwpiEvjodt
• The full notification: https://t.co/QQB7rfynha
I've read it so you needn't!
Vectaury was collecting geolocation data in order to create profiles (eg. people who often go to this or that type of shop) so as to power ad targeting. They operate through embedded SDKs and ad bidding, making them invisible to users.
The @CNIL notes that profiling based off of geolocation presents particular risks since it reveals people's movements and habits. As risky, the processing requires consent — this will be the heart of their assessment.
Interesting point: they justify the decision in part because of how many people COULD be targeted in this way (rather than how many have — though they note that too). Because it's on a phone, and many have phones, it is considered large-scale processing no matter what.
It's all in French, but if you're up for it you can read:
• Their blog post (lacks the most interesting details): https://t.co/PHkDcOT1hy
• Their high-level legal decision: https://t.co/hwpiEvjodt
• The full notification: https://t.co/QQB7rfynha
I've read it so you needn't!
Vectaury was collecting geolocation data in order to create profiles (eg. people who often go to this or that type of shop) so as to power ad targeting. They operate through embedded SDKs and ad bidding, making them invisible to users.
The @CNIL notes that profiling based off of geolocation presents particular risks since it reveals people's movements and habits. As risky, the processing requires consent — this will be the heart of their assessment.
Interesting point: they justify the decision in part because of how many people COULD be targeted in this way (rather than how many have — though they note that too). Because it's on a phone, and many have phones, it is considered large-scale processing no matter what.
