Check out these two signs telling you about violation fines. Which one would influence your behavior more?
This is a common example of Behavioral Decision Theory (BDT) or Behavioral Economics, hitting up against the complexities of real life. Are we moved more by a message that tells us the minimum we’ll be fined for certain if caught, or the maximum we could be fined if caught? Continue reading Warning Signs, Fines, and Risk Communication
My friend and colleague Walt Sandford created Sleepless in San Diego when he headed up fundraising for the San Diego Rescue Mission (SDRM) seven years ago. The idea was to engage people who care about homelessness and give them a meaningful way to take action, not just pay it lip service or donate money. Continue reading Disarming Objections with Smart Messaging: Sleepless in San Diego
We got a catalog in the mail yesterday called Bounce. The name alone epitomizes my favorite marketing axiom “If You Can’t Fix It, Feature It!” (Yes, I’m a marketing guy who knows good marketing when he sees it. I’m also a middle age dad with three daughters so that’s all I’m saying about why the axiom applies). Continue reading Breasts, Marketing, and If You Can’t Fix It, Feature It!
Wabi-Sabi is a Japanese aesthetic that accepts and celebrates imperfection. It has much to teach us marketers.
To bring the concept to life, here are selected contrasts from a list by Wabi-Sabi authority and author Robyn Griggs Lawrence: Continue reading Wabi-Sabi: An Imperfectly Powerful Marketing Concept
Martha Baker, then head of marketing for the World Famous San Diego Zoo & Wild Animal Park, told me this story years ago about how they named the monorail that takes visitors around the Wild Animal Park. Continue reading Wgasa Bush Line Railway: The Best (True) Naming Story Ever!
“Spray and pray” is what machine-gunners do when they shoot off round after round of ammo and hope they hit their target. And what photographers do when the hold down the shutter release button and capture thousands of images so that they’ll get the very best shot. And what marketers do when they send messages out through every possible communication vehicle and social media channel. Continue reading The Secret Upsides of “Spray and Pray Marketing” Revealed
I dedicate this post to Dr. Cliff Nass – my brilliant, joyful, and passionate professor from my Stanford doctoral days. He tragically and unexpectedly died earlier this month. May his soul light shine on us all.
Cliff knew more about how the interplay between people, communication, and technology than just about anyone. And his message to the world was that we’re losing our humanity to our tools of technology. Continue reading People & Technology: “Connect” is Cliff’s Main Lesson for Us