Can Marketing Change Social Behavior?

Most marketing efforts are aimed at motivation: causing a change in behavior or attitude with a purpose in mind.  Often, the purpose is to persuade someone to buy a product or service.  Or, change their opinion about an issue or a political candidate. 

Should the tools of marketing be used to engineer social behavior?  It's been done.  Mothers Against Drunk Driving successfully changed attitudes about driving under the influence.  There are so many other social issues out there that, similarly, might be addressed by using proven marketing methods.

In Hawaii, we have a serious issue of people ignoring warning signs about ocean safety.  Very often they run into trouble and, too often, they die. The state has tried to address the issue rationally with

signs and public service messages in traditional media lie brochures.  Those efforts haven't seemed to have helped.  Here's a picture of a visiting couple who climbed over a wall to walk down to a very dangerous spot where more than half a dozen people have died in recent years. And they climbed over the wall right beside a warning sign. 

Could marketers come up with a more effective program to discourage behavior like this.  I don't have an answer, but I would like to convene some very smart marketers to consider it. 

The (Recurring) Curse of Knowledge

Much of marketing that is ineffective comes from a condition called "the curse of knowledge."  The curse strikes all the time.  It refers to the fact that the marketer knows everything about the product or service (that's okay) and assumes that the recipient of the message does, too (that's not okay). 

The result is that the message goes right over the head of the intended receiver, much like a misdirected pass in a football game. 

Here's a case from the American Marketing Association (of all people). This image from the AMA home page promotes something called "PCM Week" and offers the opportunity to participate in PCM Week at $75 off.  Unfortunately, nowhere on the page does AMA tell you what PCM is.  (It refers to a certification program).  I'm willing to bet that very few people except those within AMA that conceived of this ad know what PCM is.  And why would you sign up for something that you don't know about?

What's the cure for the curse of knowledge?  Have someone read the communication that isn't suffering from the curse.  It's easy.  But so few seem to do it. 

Let's be honest

McDonald's is once again re-introducing its McRib sandwich for a limited time. 

The television commercial supporting the product shows a long-suffering customer waiting for McRibs to return and then rewarded with his favorite McD product.  No problem with that.  The only problem with this commercial is a simple adjective:  sumptuous.  The copy describes the McRib as "sumptuous."  Really?  Here's a dictionary definition of sumptuous. 

extremely costly, rich, luxurious, or magnificent 

There are things in this world that are truly sumptuous.  A McRib sandwich can be many good things, too, but "sumptuous" is a copywriter's fantasy.

When I worked for Leo Burnett advertising, the legend was that Leo kept a drawer full of folksy, honest and even "corny" descriptive adjectives.  He believed that a product that was honestly good had "inherent" values that didn't need to be pimped out by over-the-top writing.

I think it made advertising more believable.  

Developing Self Confidence

I was asked by a business magazine to suggest five steps to overcoming shyness and a lack of confidence in business situations.  Here's what I wrote:

Five Steps to Mold a More Confident Image

Successful careers often are characterized by the ability to have a commanding presence in both social and business situations. Unfortunately, not everyone is naturally outgoing or confident. Marketing expert Frank Haas offers simple steps you can take to project an image that is self-assured and assertive.

1. Accept yourself

You probably know a lot more – and have a lot more poise – than you give yourself credit for. If self-doubt is stifling the self-confident you, try repeating a simple mantra as you walk into a room: “I’m glad I’m here. I’m glad you’re here. I know what I know!” Convincing yourself that you’re glad to be here will change your whole attitude and expression.

2. Script yourself

For meetings and other business interactions, rehearse in your own mind how you want the event to unfold. What outcome do you want? Who do you need to convince or persuade? What are your best arguments? By considering these in advance, you take the pressure off “the moment.”

3. Be informed

Read up on current events or business topics likely to be subjects of conversation. A grasp of facts and issues makes you more likely to engage in conversation.

4. Remember, “all the world’s a stage”

Once in a corporate training program, the company hired a Broadway actress to work with us on poise and presence. I thought that was a little strange, but she made the point that many theatrical skills apply to business situations. Learn how to project your voice. Rehearse – and rehearse and rehearse – business presentations until you’re absolutely comfortable. Learn how to make an entrance.

5. Get help

I know many people who swear by Toastmasters as a nonthreatening way to learn to speak with confidence. Hawaii has many fine executive coaches, too, who can help you with specific concerns. If you need help, don’t be afraid to get it.

Back in the Groove

Different projects have kept me from blogging consistently.  I'm back in the saddle again ... and working on a New Year's resolution to get back to blogging.