Church bells aren't rung for the devout.
Rather, they're a reminder to the fringe - the Sunday morning late-sleepers who know they *should* go to Service, but need an alarm without a snooze button.
We're frequently invited to speak in offices, staff gatherings, or to the public at large about exercise. We're a cheap date (we'll do an hour presentation in exchange for a sandwich) and we tell a lot of great stories. Our message has changed, though, over the last decade: what was once a plea to the immobile masses to "get moving! Now! Right now!" is now an appeal to people who are already exercising: "Just try this. It's different. It's tougher...but quicker, and less boring."
In 2010, I wrote a post called, "Extreme Persuasion." It's been one of the most popular essays ever on this site. The essay was among my first to list a few details that have become common themes on this site:
- Tell stories instead of presenting phony "testimonials."
- Appeal to those who are already almost convinced.
- Show people the things they're already doing well (Bright Spots)
- Illustrate that the change you're seeking is the natural extension of something they're already doing (20% bonus)
- Confirm what they believe to be true (mango,mango,mango, Lowenstein's Gap Theory)
As it turns out, there's another detail that's important: frequency. Where once more was better, and repetition was key to brand recognition, personal relevance is now king. Well-timed messages that are spread throughout the day, week, and month are received much more openly than several at once, no matter how important.
In the CrossFit world, a facebook post every 4-5 hours will garner far more attention than three facebook posts at 8am. FastCompany recently had a terrific article about groupthink and online social psychology:
How Facebook Pages Psychologically Manipulate Us Into Liking Brands
....and people tend to follow their friends. Those inclined toward the chapel, who maybe need a Sunday-morning reminder, will go if their friends are going. The church bell is now the 'like' button. Wake up, wake up, and join your friends.....
A great infographic from MoonToast on this very subject.
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