Principle 3. Make it easy—or even irresistible—for your audience to act.
Remember, social marketing focuses on the concept of exchange—the assumption that people do things in exchange for benefits they expect to receive. Look for the point at which your community members will believe that the benefits sufficiently outweigh the barriers. When that point is reached, they will be more likely to take action.
Some benefits might include—
- Improved self-image.
- Good health.
- Peace of mind.
- Approval of people who matter.
Some barriers might include—
- Monetary cost.
- Inconvenient hours or locations.
- Social pressures.
- Ignorance about how to act.
- Lack of ability to act.
Sometimes, it's easy to assume that the benefit that is important to you is the same one that is significant to your target audience. Often, this is simply untrue. Therefore, it's important that you exercise the first principle: Know your audience.