Nudge, Nudge!

So what’s the background?

A while back the Government, stung by accusations that it encouraged a Nanny State, decided it would be better if it nudged us towards desirable behaviour. And it set up the BIU to find out what drives us to do things. For example, get us to pay our taxes!

It’s just finished a number of trials and published a report which makes fascinating reading. And for reasons beyond getting us to be better citizens.

So has this anything to do with Branding?

Yes it has, because I believe that the same psychology that might make people commit less tax fraud, or pursue healthier lifestyles, may also be at work when we try to persuade people to buy our products and services.

OK, what Insights did the trials discover?

1 Make complying (or buying) easy and straightforward
2 Highlight key messages (or benefits) at the start of the communication
3 Use personal language: Personalise language so people understand, "What's in it for me?"
4 Prompt honesty at key moments
5 Tell people what others are doing: For instance that '9 out of 10 people pay their tax on time' (or 9 out of 10 customers rate our service excellent)
6 Reward desired behaviour: Incentivise or reward behaviour that saves time or money (eg a bonus for a quick order).
7 Highlight the risk and impact of dishonesty: Emphasise the impact of fraud or late payment (or the downside of not having your product).

So what's the best thing to do now?

So, here's my suggestion to you - take a look at all your marketing materials - print, online, even what you say. Check it against the above list. Make changes to comply and see what happens. I actually think you'll be more successful using the Insights than not.