#55: Adam Ferrier - How To Use Customer Psychology To 10x Your Marketing
Startup Diaries
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Do You Give Blood?
Only three percent of the population gives blood. 95% of people think it's a pretty good idea giving blood. The reason is why they don't do it is because it's too hard, or think of whatever. We focused on doing a whole big egg campaign around if you give blood, you get a biscuit. And try to make the act seem as small and every day as possible by getting a biscuits. So that was a really nice example of realizing the behavior change required was not to increase motivation. Motivation is already there. It was to make it as easy as possible to do what we wanted people to do.
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