I’ve talked a lot recently about narrowing your audience. And rightfully so people are asking — what exactly is narrow? How narrow? What criteria should I be using to narrow? I’ve often said a good rule of thumb is: Does your audience feel a sense of belonging to each other?…
I’ve talked a lot recently about narrowing your audience. And rightfully…
Behavior Change Marketing Plan Template
A fill-in-the-blank template for planning your own behavior change marketing campaign — from setting measurable objectives centered on target actions (not just awareness or knowledge) to evaluating whether you moved the needle on your behavioral goals. The template will help make sure your marketing plan: Incorporates your situational analysis and insights gleaned from research, including…
Little Book of Behavior Change
An easy-to-digest intro to behavior change sets the foundation for understanding this specialized approach to marketing. Begin to apply behavior change to your own work, and share with colleagues who you’d like to know more about the field.
12 Determinants of Behavior
This quick reference tool supports any type of work that involves driving action. It categorizes common behavioral determinants into three groups: those that make actions more fun, easy and popular. (Yes, we love this approach so much we named a blog after it.)
Four Steps to Better Research
So you want to change behavior. First, you need to know what’s preventing people from doing that behavior now, and that takes research. This guide offers step-by-step direction on: How to unpack the various factors impacting a target behavior. Determining what type of research you need (qualitative or quantitative). How to write research questions and…
Building Blocks of Behavior Change
A step-by-step guide to developing your own behavior change marketing campaign — from selecting the right target actions and actors to leveraging common behavioral determinants. Intended for communications professionals eager to harness the power of behavioral science and user design. This guide will help you: Apply a behavior change marketing methodology so your campaigns trigger…
20 Questions You Should Always Ask
An interview guide with 20 questions designed to reveal certain behavioral insights. Use it as a template to uncover barriers and motivations affecting your target behavior.
Grow Your Circles of Support With This Guide to Partnership Building.
A behavior-based process in 4 steps to frame key messages in new ways that expand your spheres of influence. Engage the unengaged and recruit unexpected allies through ally acquisition.