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Action: Getting people to change their behavior
We subscribe to the "behavioral school" of communications, by which we mean one simple thing: Your communications program succeeds only when people change their behavior.
There are millions of ways that can occur, but here are a few that companies often seek:
- Visiting a web site.
- Trying a new brand.
- Returning a questionnaire.
- Passing something on to a friend.
- Voting for your candidate.
- Organizing a neighborhood watch program.
As you can see, some changes are big, and others are tiny. But the principle stands: You haven't communicated until someone's behavior has changed.
Understanding that - and putting it into practice - will give you an edge on 90% of your competitors.