Tell customers what most people like them do
Updated: Oct 11
People follow what others like them do.
The study. Researchers from Arizona State University put different cards in hotel rooms. The cards asked guests to reuse their towels.
The finding. The usual card about the environment got 35.1% of guests to reuse towels. A card that said most guests reuse towels got 44.1%. A card that said most guests in this room reuse towels got 49.3%.
Why it matters. Many messages tell people why they should act. This study shows that it is often better to tell people what others do. People copy others, more so when the others are like them.
The takeaway. Use true numbers about what most customers do in your messages. Make the group as close to the reader as possible.
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