Andy on Twitter

  • Trying to setup any product is enough to send anyone into the depths of despair. So bad. Why can’t everyone just use @google,
  • Hey, anyone got line of sight to a great contract or semi perm proposal writer in the US?,
  • Huge congrats to the Four Pillars gang. Amazing brand building and products are brilliant. Way to go. Beer giant Li… ,
  • And it so so hard for so many small businesses - tax policies and particular are just crazy ,
  • Whoever voted for this guy, please don’t do it again. Clearly has neither the intellect or sensitivity to lead. Ra… ,
  • Makes me physically sick reading this. Thoughts are with all Kiwis and all of you in Christchurch. Just horrific. ,
  • Great suggestions here... How to Configure Your iPhone to Work for You, Not Against You by ,
  • This is a delicious gin from Four Pillars. Up there with the Manly Seasider Gin ,
  • Love the idea of the cool seats but based on the rest of the concept they haven’t flown international cargo class m… ,
  • Going to cancel my SMH subscription. How any credible newspaper could peddle this crap is beyond me. Staggering. ,
  • Love the positive energy of the NZ commentators on what has to be one of the worst displays of rugby by any… ,
  • So A2 milk invests 75% more in marketing and reaps massive results. Great to see a brand with the courage to bet o… ,
  • The hunt for the fish pirates who exploit the sea ... great read ,
  • Execsplaining the McSweeny’s “Business Words” – : The Next Generation ,
  • I see the highlanders are still sporting their awful hi-vis safety vest uniforms.,
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YOU DO WHAT OTHERS DO

Most of us harness peer pressure in our messages to drive sales actions. Customer references, “9 out of 10 prefer…” … are good examples. But what about driving other actions. In the latest HBR, Noah Goldstien points to some great examples  of how to do this.

First, how could hotels get more folks to reuse the towels rather than requesting new ones? They adjusted the message we all see today to one, truthfully stating, that the majority of other hotel guests reused their towels. Participation went up 26%.

But it doesn’t always work this way. Robert Cialdini found signs at Arizona’s Petrified Forest National park highlighting that others had stolen petrified wood not only proved less effective but resulted in more theft than when there were no signs at all.

And, in another study – when California households were told they were using more electricity than their neighbors they reduced consumption. But, when they were told they were using less, they increased consumption.

The messaging lessons:

  1. people respond to messages that point to the behavior of others
  2. the more similar the people, the more potent the effect
  3. show approval of positive behavior (when California households got a smiley face for low electricity usage they continued with their winning ways…)
  4. test messages for responses and tune
  5. measure message outcomes vs. resonance (I might be aware of the need to reuse towels but be doing nothing about it)

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