One of the challenges of behavioural techniques, behavioural economics, behavioural change is that it can feel overwhelming. There's a lot to remember. So I'm going to give you a technique that you can take with you anywhere, you'll have it on call and it will help you work out what you need to do.
The technique involves literally using your hand. Now, put your hand up. This is how it works. What people are currently doing, thats point A, your pinky. Your thumb is point B, what you would like them to do. Our task is to get people from your pinky to your thumb, from point A to point B. They might not be clicking a button, we want them to click a button. They might be not signing a contract, we want them to sign a contract. Standing in your way are three behavioural challenges.
Our "friends" are Apathy, they can't be bothered, Paralysis, they're confused, and Anxiety, they're nervous about proceeding. In order to get people from point A to point B we need to overcome each of those hurdles.
The first is Apathy. If you try and put your ring finger up by itself, it's quite difficult. Think of that as effort. And that's exactly what will stop people from going from A to B. Effort. We need to give people the CAPACITY to take the action. That means minimising their effort and maximising their reward - what's in it for them to do it?
Barrier number two - Paralysis. This is where people might be interested but they're getting confused about what they need to do. Our task here is to give people CLARITY. Now if you are sensitive to rude gestures, look away because this is how you remember it. I'm giving you a very clear message here. In order to overcome decision paralysis we need to focus on clarity. Clarity of their choices, clarity of their decision making.
The third and final barrier is Anxiety, they're nervous about proceeding. Here our task is to give people CONFIDENCE. Remember this as confidence. They need to know what they need to do. They need to feel confident that they can do it. They need to feel there's nothing to fear if they do take the action of getting to point B, but they also need to feel confident that moving away from A is worth their while.
There you go. You have, in the palm of your hand behaviour change. I hope that helps and I'll share more with you next time.