“Signal Boosting Your Messages”
If you’re a marketer, you’ve stared at your internal databases and said “if we could only get these people to share our message with their networks.” So you ask people to tell their friends.
But few do. Why? It would seem that if they support you, sharing your message would be simple.
It’s a question of effort. Boiled down, you are asking your followers to perform work for you: taking your message and boosting the signal. This work requires some effort, and demands a small amount of their attention to do it correctly. It may not sound like much, but this mental “friction” adds up.
So, we need to make it as frictionless for people to comply as possible. How do you do that?
Write their posts for them.
When sending out an email newsletter, creating a Facebook post, etc., give your followers text they can post directly, or modify as they see fit.
Instead of “Please share this information with your networks (which requires effort to write something original) say:
“I’ve written the following sample Twitter, Facebook, and email blurbs for you, and shortened them for all the respective character limits. Please copy and paste to your networks, and modify as you see fit:”
Friends, if you’ve been wondering how to best help the animals affected by the Camp Fire in California, here are donation options: https://www.nvadg.org/
Having something to react to massively reduces friction, and dramatically increases compliance. It can mean the difference between a couple of shares, to a ton of them.
Time for you to implement. It’s Ron’s Monday Mission™:
It’s the holiday season, so you have messages to get out. Implementing my strategy above is easy. Simply take stock of your social media networks, and write custom posts for your constituents to be able to copy and paste. Extra points if you set up custom tracking URLs for each blurb, so you can measure impact.
Have a great week,
Subscribe and receive Monday Evening Insights in your inbox each week.
Ron Evans helps leaders from some of the world’s most impactful organizations to sleep well at night. As a trusted strategic advisor with a unique background in both technology and psychology, Ron dramatically improves the performance of individuals and organizations. Contact Ron.