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Change, or Reinforce?

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Do you know about the distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?

If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.

Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the p

Do you know close about the distinction - and it's a useful one - betwixt and between concatenation that tries to reinforce and factual information that tries to get change?

If you follow politics you'll early be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.

Any thoughtful marketing joining (and political passage is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the presentation, and perhaps even the medium.

For example, suppose you own a bookstore and every couple of months you send a newsletter to all residences within a two mile radius.

Now, if you have good market share and you're profitable, you won't want to rock the boat. You'll want to reinforce existing behaviors (which include at your store).

On the other hand, if you just opened a new bookstore and need to take market share from other bookstores, then you want advance existing book shopping behavior.

Another example: Suppose your employee safety program has worked well for the past year and you want to maintain the practices that led to this longest-ever period without an accident. Your intelligence would reinforce. On the other hand, if the safety record was unacceptable, you would try to get chop logic through your communication.

In a replacement situation, we want to upset the status quo, to obstinacy existing beliefs and ways of doing things. That means the words and style could be somewhat inflammatory.

We can do this by making bold claims or allegations: Just listen to, or look at, advertisement claims like these: "If you shop at Joe's Bookstore, you may be paying too much!" or, "Drive a bit further and save a lot more at Jane's Bookstore!"

Change also might be hurried by painting negative scenarios , as in "Unless we get more efficient, senior management will outsource the whole department."

Tactically, vicariousness usually demands more communication, as in more often and more words or pages. As you can imagine, it takes more diffusion to drive utility player than to stay on the same course.

There are also tactics we can use to reinforce existing beliefs or actions.

To maintain the status quo we can stress a service record, as in, "Serving you with quality and service for 25 years." or "Your performance has been very good over the past year, Betty. Keep up the good work."

Reinforcement does not rote rule out change; however, it emphasizes incremental and gradual transmute rather than major and brash change.

You can also flirtation to shared values or experiences to reinforce. Nothing commits us to staying the course like emotional cues that link good times to the status quo. For example, consider the power of an slogan that begins, "Remember when...." It connects a powerful, positive emotion with a product or service. By extension, the product or service offers an opportunity to relive that good time.

In summary, make a distinction in your congress mid reinforcing and changing. Decide which way you want to go, and then settle upon the scrounge strategies, tactics, and tools.

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