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Take Action

July 23, 2015

photoAdam Ferrier, is my new super hero. Global Chief Strategy Officer and Partner at Cummins&Partners, he is the author of The Advertising Effect.  Ferrier uses his background as a registered psychologist and multiple, global award winning marketer to change behaviour.

It’s the opposite of what we’ve been taught.

Once upon a time, 1896 to be exact, door-to-door salesman E St. Elmo Lewis created the AIDA model. You know it and now it’s broken likely because we are suffering from infobesity, attention deficit and our gloriously fabulous flawed brains.

AIDAThe history of behaviour change used to be: give a rational argument and people would change how they felt and then act differently. Think – Feel – Act.

Ferrier asks, what happens when you do the opposite and start with action. The Ikea Effect shows that when people help make something, they value it more – their attitude shifts. The Ben Franklin Effect shows that if you ask someone for a favour they like you better – their attitude shifts. The Ice Bucket Challenge showed us all how asking people to take an action is a faster way to change behaviour.

Prior to the challenge, Wikipedia‘s hits on ALS (amyotrophic lateral sclerosis) averaged about  163,300 views per month. During the challenge they had 2.89 million views in August 2014 alone.  The ALS Association received over $100 million in donations, five times more than they received in 2013.

What’s going on? Ferrier did some research with Save the Children and Deakin University academic Josephine Palermo. They had four groups: one was given a rational argument to donate, another an emotional one, another was asked to create an ad, the fourth group was the control group who had no task. Who donated more? The ones that created the ad. The ones that were asked to act.The article is here: Why Action Advertising Why Action Advertising Works Harder Than Passive Advertising  ‘Behaviour Change: Why Action Advertising Works Harder Than Passive Advertising.

Ferrier believes action changes behaviour. What can you ask people to do?

 

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