The temptation
Posted: Wed Dec 18, 2024 4:45 am
When I hear Boudewien like this I think that as a marketer you have to make sure that followers/customers are on the right side of the line to trigger behavior. For example, to follow your Instagram account or to come to the museum.
1. Motivation
First of all, someone has to have the motivation to want to do something. You want to create a need that motivates to perform certain behavior. This can be done by playing on social drivers, such as autonomy and having relationships. A reward can also increase motivation.
For example, everyone wants to 'belong'. This is how you can create a certain need. Playing on motivation in practice can be done, for example, via webcare. People want to belong (in a Facebook group, for example) and be heard (hello webcare!).
2. Capacity
In addition, it is important that someone has the capacity to exhibit certain behavior. Is someone capable of doing something? Following your Instagram page: yes. That is done with one click of a button. But does someone also have the capacity to search through the depths of a website to find the article they want? Probably not. So make it as easy as possible!
Netflix does this, for example, by using data to present you with the best selection that suits you. You've probably seen it before: "Because you watched..." This way, you have to put in as little effort as possible to find a series.
Ways to increase capacity are tutorials (think NikkieTutorials) and training. In addition, you can also reduce the required capacity by making it as easy as possible for visitors to your website to buy something (how many clicks does it take to buy something in a webshop, for example?).
3. Prompts/triggers
There has to be a trigger to do something. For italy telegram data example, a deadline. Also, people want to be consistent with their own personality, which is why recommendations work so well (because X, Y, Z bought you, you probably like X, Y, Z). By addressing someone personally, you create the urgency to perform the behavior. Scarcity is also a trigger to stimulate behavior.
In terms of content, you can use triggers to take into account capacity and motivation. Do you know that capacity and motivation are high? Then a reminder is sufficient. Is motivation low, but capacity high? Then use fear or hope, for example .
McDonald's Hooks
During the McDonald's session, the social love story of the chain was shared. 80% of customers decide to go to the Mac at the last moment, not with premeditation! How does McDonald's then provide triggers to choose McDonald's in that nanosecond?
This fast food chain tries to seduce (potential) customers with its content. Annemiek Hollander (communication and social manager at McDonald's) and Margo van der Laan (account manager at Blauw Gras) indicate that you have to speak the right language with your target group in order to seduce them. This happens in the form of content. Hooks, filters, discount campaigns and more! So what about the model?
1. Motivation
First of all, someone has to have the motivation to want to do something. You want to create a need that motivates to perform certain behavior. This can be done by playing on social drivers, such as autonomy and having relationships. A reward can also increase motivation.
For example, everyone wants to 'belong'. This is how you can create a certain need. Playing on motivation in practice can be done, for example, via webcare. People want to belong (in a Facebook group, for example) and be heard (hello webcare!).
2. Capacity
In addition, it is important that someone has the capacity to exhibit certain behavior. Is someone capable of doing something? Following your Instagram page: yes. That is done with one click of a button. But does someone also have the capacity to search through the depths of a website to find the article they want? Probably not. So make it as easy as possible!
Netflix does this, for example, by using data to present you with the best selection that suits you. You've probably seen it before: "Because you watched..." This way, you have to put in as little effort as possible to find a series.
Ways to increase capacity are tutorials (think NikkieTutorials) and training. In addition, you can also reduce the required capacity by making it as easy as possible for visitors to your website to buy something (how many clicks does it take to buy something in a webshop, for example?).
3. Prompts/triggers
There has to be a trigger to do something. For italy telegram data example, a deadline. Also, people want to be consistent with their own personality, which is why recommendations work so well (because X, Y, Z bought you, you probably like X, Y, Z). By addressing someone personally, you create the urgency to perform the behavior. Scarcity is also a trigger to stimulate behavior.
In terms of content, you can use triggers to take into account capacity and motivation. Do you know that capacity and motivation are high? Then a reminder is sufficient. Is motivation low, but capacity high? Then use fear or hope, for example .
McDonald's Hooks
During the McDonald's session, the social love story of the chain was shared. 80% of customers decide to go to the Mac at the last moment, not with premeditation! How does McDonald's then provide triggers to choose McDonald's in that nanosecond?
This fast food chain tries to seduce (potential) customers with its content. Annemiek Hollander (communication and social manager at McDonald's) and Margo van der Laan (account manager at Blauw Gras) indicate that you have to speak the right language with your target group in order to seduce them. This happens in the form of content. Hooks, filters, discount campaigns and more! So what about the model?