When it comes behaviour change, throw out the rule book!

What’s wrong with rules?

Rules can have the opposite of the desired effect and may reinforce undesired behaviour.

• Anyone with a teenage knows that using “don’t” is an invitation to “do”
• People aren’t motivated by negative consequences. Gyms don’t advertise their services with pictures of unhealthy, unfit individuals. Focus on the positive outcome instead
• People spend their lifetime breaking rules. Think about how many people drive above the speed limit, “because everyone does”
• And there are too many rules to remember

At the end of the day, rules don’t make it easier to change behaviour.

Fear not! You can use social marketing to change behaviour.

Social marketing is a process that blends traditional marketing concepts to motivate behaviour change.

Once you identify a target audience, there are four steps to changing behaviour:

1.  Get your audience to believe there is a problem

2.  Get your audience to believe it is their problem

3.  Get your audience to believe there is a solution

4.  Get your audience to believe that they can personally implement the solution.

To fulfill these requirements, you’ll need to spend 95 per cent of your time getting to know your target audience. You’ll need to identify their barriers and understand their beliefs. The more specific the information the better.

You now have the tools you need to change behaviour. So what are you waiting for?