Written by: Vickie Sullivan | January 11, 2024
How to Persuade People to Act
When promoting an unpopular idea, many people focus on using the right words. But you have another oft-overlooked tool you can use to persuade folks: location.
Consider the following real-world example. Warning: It’s a political topic.
Dr. Rochelle Walensky, former Centers for Disease Control (CDC) director, wanted to increase Covid-19 vaccinations in the rural South. People who wished to receive the vaccination had received it. Now, she wanted to persuade people who strongly resisted getting the shot. The hostile territory was an understatement.
Faith-based organizations in other parts of the United States have successfully persuaded hesitant individuals to receive the vaccine. As a result, Dr. Walensky decided to adopt a similar strategy and establish vaccination sites at factories.
The strategy worked.
2 Reasons Why Changing Location Helped Persuade People
• The locations neutralized the social stigma of receiving the vaccine. The factories have an authoritarian role in the community, and Dr. Walensky took advantage of that. Putting vaccination locations in the factories gave employees an excuse to give their friends and families. They could tell people they went to work, so they had to get the vaccine. Ask yourself: How can you create an off-ramp to counteract peer pressure?
• Dr. Walensky’s plan created new stories. Local health officials reported that vaccinations increased after the initial round. Why? Resistance waned when folks saw their friends weren’t hurt after receiving the vaccine. Their stories lowered people’s fear. Ask yourself: How can you set up experiences where resistant folks can witness the benefits of your proposal before complying? This right here is why word of mouth is so important.
When you encounter fierce resistance to an idea or plan, what you say and where you say it are equally important. The next time you are in this type of situation, go beyond wordplay and logical arguments. Think about changing the environment and how that will impact people’s thoughts and decisions.
Listen: Why People Double Down on Their Beliefs and Resist Ideas
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