Behaviour Change Marketing Bootcamp
E55 How to write killer messaging using uncertainty
Sep 27, 2023
Learn how to use uncertainty in messaging to drive behavior change. Understand the negative effects of uncertainty and the biases that impact messaging. Discover the importance of addressing audience perspectives and using concrete language. Find out about bonus masterclasses and the power of swapping objectives to influence decision-making.
18:15
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Quick takeaways
- Addressing audience uncertainties can lead to successful behavior change.
- Using concrete language and storytelling can provide clarity and address audience uncertainties effectively.
Deep dives
The Importance of Addressing Uncertainty in Comms and Marketing
Uncertainty in communication and marketing can lead to audience stress, anxiety, and inaction due to fear of making the wrong decision. To create effective behavior change campaigns, it is crucial to understand the uncertainties your audience may have and address them at the right time and through the right medium and messenger. By knowing and addressing audience uncertainties, messaging can shift from boring to resonating and empathetic, leading to successful behavior change.
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