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Social marketing pulls from both traditional marketing and social science to change people’s behaviors for social good. The slideshow shares some social marketing best practices. These tips will have you creating communications that are persuasive and influential in no time flat.
Want to change the
world for the better?
You need to communicate with force,
intelligence and inspiration.
Check out the following tips for
communicating with persuasion and
Harness the power of social proof.
Seeing others doing something makes it
the norm and makes us want to do it as
How can you show lots of people
repeatedly taking the actions you want to
harness social proof
You can establish new
behaviours by increasing
Make them trendy and
sought-after or just an
accepted part of normal
Rational messages are useful, but they don’t change behavior.
Emotion tells us something important is happening. It gets our
We only care about things we have feelings about.
You won’t inspire behavior change without engaging emotions.
emotions aren’t equal
Use emotions like amazement, wonder,
surprise, awe, triumph and joy to your
Use anger and fear judiciously.
Avoid sadness, guilt and gloom.
They make people tune-out and
Emotions alone are
not enough to
influence. Use a
balance of emotions
and logic in your
use emotion + logic
Aristotle claimed that to persuade, one must employ
three types of argument: ethical appeal (ethos),
emotional appeal (pathos), and logical appeal (logos).
Facts alone are not sufficient to persuade. They need to
be complemented with just the right balance of credibility
and content that tugs at the heartstrings.
"Aristotle (384-322 BC)" by
Tilemahos Efthimiadis; Flickr CC2.0
Be unusual to stand out (but base it on
being yourself, on your values and your
establish limited time
Show people we’re at a fork in the road
and there’s limited time to choose.
The other leads to an
One fork leads to
Inspiration is good. Lead with a positive view
of the future that gets people excited to make
Create positive feelings about the behaviours
you want to inspire.
For people to want something, they
have to believe it’s better than what
they currently have.
So to get them excited about your
vision, show them how and why it’s
better than their current reality. Make
your vision come alive.
People share stories,
We process new information by slotting it
into what we already know. People can
make quick sense of very complex
information when conveyed as story.
Stories also engage people’s emotions.
Research shows that people tend to
better remember information that triggers
emotion over the same information that
That thing about a picture being
worth a 1000 words is true.
Images engage imagination and
are retained longer.
So examine your text - where you
can replace it with images?
Ask for the change you want.
People say, ‘we’re telling them about
ourselves or giving them information.
Isn’t it obvious what we’re asking?’
The simple answer is no. It’s not
enough to explain why an action is
important, you also need to ask
people to do it and remove obstacles
to them taking action.
Want strategic communications? Social marketing plus+
Contact Sherlock Ink
Sustainability and Communications
• Strategic Communications
• Deep Sustainability Strategy
• Social Marketing Plus+
• Stakeholder Engagement
• Organizational Development