Feel Good
21 May 2023 · 1 min
0:58
Dotty Scott explains how to frame people as helpers rather than as people who need or give help. This identity shift makes them feel good and motivates action, a tactic that works in marketing and persuasion.
Dotty Scott explains how to frame people as helpers rather than as people who need or give help. This identity shift makes them feel good and motivates action, a tactic that works in marketing and persuasion.
Does your audience have an identity? That's kind of a weird question, but let's look at help versus helper. If you're trying to persuade somebody to do something, you want them to take action. And the identity that they put in their mind is what's gonna persuade them to take action. So people don't necessarily like help. They don't like to give help. All the time and they don't necessarily like to receive help, but they love to be a helper. This is their identity. When they're a helper, that makes them feel good. When they're asking for help, it doesn't make them feel good. And oftentimes when they're offering help, it doesn't make them feel good. But for them to be a helper, that is feel good. How can you use that in your marketing?
