Dotty Scott explains why people respond better when they see themselves as helpers rather than help-seekers. Framing your audience this way in marketing makes them more likely to act, because it appeals to how they want to see themselves.
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 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?
