We came across this info in Pre-Suasion A Revolutionary Way to Influence and Persuade by Robert Cialdini. It takes one second to implement and may help with ticket sales.
Who knew changing one word in your post-show survey could potentially make people feel more loyal to your organization?
Brands are always trying to get people to become raving fans by asking them to co-create the newest or latest products and services.
But the way you ask can be the difference between getting good feedback or getting good feedback AND building more loyalty.
Ask for advice — not opinions and expectations.
What? How?
When someone gives advice, it puts them in a merging state of mind. They feel like they’re part of your brand’s story, linking their identity with yours.
On the other hand, asking for opinions or expectations puts people in an introspective state of mind. That makes them focus more on themselves instead of your brand.
Here's the research:
A group of online survey takers was asked for feedback on a business plan for a new fast-casual restaurant, Splash!, which focused on healthy menu items. After reviewing the plan, they were asked for feedback in three ways.
Some were asked for advice.
Others were asked for opinions.
The third group was asked for expectations.
One more finding — the participants rated all three types of their feedback (advice, opinions, expectations) as equally helpful to the restauranteurs. So, the connection wasn't about feeling like they'd helped more. Giving "advice" made people feel like they were "in this together" with the brand, which increased likability.
One of the least expensive things you can do is regularly review and reflect on your copy and messaging. It's the difference between making your audience feel more connected to you instead of walking away.
Would you love to have a fresh set of eyes review your messaging for stuff like this? Grab a 15-minute spot during Monthly Marketing Office hours. We're happy to give a quick review — no strings attached. Grab your spot here — only four available each month.
