We B2B marketers have been taught that we need to give our prospects facts so they can make a rational decision. But then we wonder why they end up selecting their existing vendor anyway. How can we change their behavior? Seth Godin has been telling us in his Liar’s Blog that it is an emotional decision and we need tell them a story that gives them the confidence to change.
Godin’s old haunt, Fast Company, made their May lead article Change or Die about changing personal behaviors and corporate cultures, but the Ornich approach for change they talk about is equally suitable for marketing. And their use of a story about heart patients makes it compelling: “Ninety percent of patients who’ve had coronary bypasses don’t sustain changes in the unhealthy lifestyles that… greatly threaten their lives.”
Here’s a good summary from a sidebar of the article: Five Myths About Changing Behavior
Oh, on a personal level, I think the article is a great resource for saving your life. You need to exercise your brain to keep it flexible for change. Makes me feel good that I picked up the harmonica a few years ago. Now, I need to effect change so I practice more.