Small Change Big Impact Part 2

Posted
30 March 2010 @ 5am

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In the previous post (part 1), we talk about using the principle of consistency technique that helped a restaurant reduce their cancellation of table reservations by 30%.

This was achieved just by adding 2 “small words” to the call script used by the phone receptionist.

Today, we are going to explore another “Small Change Big Impact” scenario.

I got this from a newsletter issue from John Forde’s Copywriting Roundtable. I thought it’s pretty relevant to today’s theme.

And I think you will like this. It goes like this:

In Italy, and for many countries for that matter (including Singapore where I am based), you get penalized with points if you commit a traffic offence.

Once you accumulated points to a certain level, your driving license get suspended.

Now Italy is well well-known for bad driving on the road. And while this measure probably work to a certain degree, the authorities decided to do a small tweak to the system.

They Flipped It Around!

That means you start of with points on your record. With every violation, you get points taken off. If you hit zero, you are IN LUCK! Say goodbye to your license!

What happened after that?

Traffic deaths went down. Accidents went down. Speeding incidents went
down. Helmet and even seatbelt use went up!

Small change. Big impact.

But why?

Because fear of loss is a powerful motivator!

When it’s down to “fear of loss” versus “benefit of gain”, the former wins. Hands down.

Don’t believe me? Take a look at the stock market. It can take years for a stock to reach its absolute peak. But you only need a matter of months (or even days) for the stock to plummet back to square one during a panic.

Wonder why weekend clearance sale work so well? Because people are afraid of missing the bargain. There is “scarcity” involved. That’s very effective in getting people to act. And act now.

Amazing how human emotions work right?

As usual, let me know your thoughts below.

All success,

Jag Foo

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