EXT Comms: Understanding What Makes People Care
From Judy Bingman
Annie Neiemand, research director for University of Florida’s Center for Public Interest Communication offers two basic reasons for why people fail to take action to our marketing calls to action: they don’t care; they don’t know how to do what you’re asking of them. How do we create content that makes people care?
#1 Know who you’re talking to and find spaces where your shared values intersect. We know with certainty that people read for agreement, they find comfort in being in groups who share their values and beliefs.#2 Talk in visuals, and know that visuals don’t have to be graphics. Descriptive language can often paint a clearer picture than graphics could.
#3 Invoke emotions: awe, pride, hope and avoid fear and guilt.
#4 Make specific, easy calls to action.
#5 Tell stories and know that the most effective stories are about those MOST AFFECTED.
Pam Hendrickson, the author of The Art of Impact writes “We are drowning in information while starving for wisdom.”
Want to make an impact? Be a synthesizer… as Hendrickson says, "The world will be run by synthesizers, people able to put together the right information, at the right time, think critically about it, and make important choices wisely."