Stealing from the best: why thieving makes for great communication.

I went to a digital conference.  A mixed bag.  Far and away the best speaker was Carl Moggridge from Naked ( Follow him on twitter @Carlmoggy or his blog)

He started with a wonderful provocation: “For an industry that’s in the behaviour change business, we’re not very good at it.”

Think about that for a second.  True, huh.

On a day where alot of people talked about conversions and actions, he was very clear about how to approach things differently.

Think about behaviour. Not technology.

People have always gossiped, sought feedback, searched, done other stuff in ad breaks.  Now they just do it differently.

Take the old AIDA (Attention – Interest- Desire – Action)  model, and turn it on it’s head.

Put action and experience at the heart of everything you you do.

As evidence, he referenced an experiment Naked conducted last year , that demonstrated getting people involved in a campaign for Save the Children, resulted in much higher donations than just telling them about it (with either rational or emotional messaging).

And the case study he showed us, Steal Banksy, is the one that is winning awards all over the place, but watch the video in case you haven’t seen it.

His principles:

1. Look harder at what people actually do

2. Use language that changes behaviour, rather than defines a message (Think Nike: Just Do It or Apple: Think Different)

3. Build out from an action, rather than to an action


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