While reviewing some documentation on communications, ad creative and calls-to-action (though written as “call-to-actions”), I was struck by the author’s approach to getting site visitors to click a link. The example provided suggested people are more likely to respond to incentives with charitable or clearly-described user benefits.
The example used dated marketing language… “incentive.” The needle has moved too much over the last few years for people to be incented or rewarded into doing what organizations would like them to do. Rather, people want to be motivated to act on ideas that have meaning to them even if there’s a personal material gain to be had. This evolution represents a subtle distinction in language, and a significant distinction in consumer attitudes.
Let’s look at the example the document presented. The author suggested replacing “Like” us to learn more about our monthly freedom plans with “Like” us to learn how your left over minutes can be donated to charity. True, charity is a driver in this example. Nevertheless, the language is motivating in the second example.
Perhaps it’s because we could learn something that I find the language would be motivating even if the outcome is a reward as in my own non-charity examples “Like” us to learn how to improve your writing skills or “Like” us to learn how our financial services can help your child save for college.
For more on the shift from incentives to motivation, read Drive (by Daniel Pink).
Photo: broken window uploaded to Flickr by flanneltron.
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