The golden ratio: how to get people to jump into action

You’re sprawled on the couch after a long day, TV remote in hand and bowl of Doritos at your side.

?

You’re looking forward to a lazy evening of mindless viewing. ?

?

But wait – you remember you need to buy something from Amazon. ?So while you flick through Netflix you dig your phone out of your pocket.

?

You quickly find what you need and head to the checkout – but oh no! ?Your credit card has expired. ?

?

And here’s the kicker: your brand new card is in your wallet in the other room and you don’t remember its number.

?

Do you:

?

a) Give up and think ‘I’ll do this another time. ?This couch is way too comfy.’

or

b) Sigh, heave yourself up and get the credit card to complete your purchase

?

Your answer will probably depend on how much you want or need the item. ?

?

If it’s a ‘nice-to-have’, perhaps a book or a gadget, you might stay on your squishy couch.

?

But if it’s a ‘must-have’ – like your dad’s birthday present or your kid’s 1940s evacuee costume for World Book Day in two days’ time (true story) – you’ll be more motivated to get up.

?

The amount of effort we’re willing to put in is normally directly proportionate to how much we want something.

When it comes to communication, this is important to remember. ?

I’d never recommend slapdash as a strategy, but you?might?get away with a ‘sorry for the brain dump’ email ?if your recipient is highly motivated to read and act on it.?

?

Say, for example, you’re giving them expert advice on something that’s critical to their work.? Or you’re sharing details on an exclusive event they’re desperate to attend.

?

They’ll be motivated to wade through your stream of consciousness because there’s a clear benefit to them.

?

But if they don’t care? ?Like if you have to email someone you don’t know asking for a favour? ?Well, then you have to work much harder to be concise, compelling and persuasive.?

?

You need to remove all the barriers and make it as easy as possible for them to act. ?That credit card needs to be within arm’s reach.

The problem most of us face in our hyper-busy world is that we apply the same low-to-middling effort into all our communications.

?

And so when it comes to the times where we have to be extra?compelling, we fall short.

?

In an ideal world you’d of course nurture every email, every report and every presentation you write.?

?

But if you have to occasionally cut corners, just do it in the right places – where your reader has a spark of motivation already.

I'm a marketing and brand consultant and communication coach. To get your business off that comfy old couch and out there winning business, visit kimarnold.co.uk or drop me a line at [email protected].

If you've enjoyed this article, please follow me for more juicy titbits. And if you’re feeling especially generous, hit like and share it with your friends, family and any literate pets.