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Simply start with why.
THERE ARE TWO WAYS to influence behavior: you can manipulate it, or inspire it. Manipulations are simple and effective short term, but they are expensive to maintain and unstable long-term. Inspiration takes more discipline, but the long-term impact is astounding. The ability to inspire distinguishes good leaders from great ones.
Examples of manipulations include dropping your price or having a promotion to overcome perceived risk or objections to close the sale. In marketing, fear is a wonderful manipulator, as is peer pressure. When a company tells us that they serve 70 percent of the market as a reason to do business, they are using peer pressure to close the deal.
Aspirational messages, though positive, are also manipulations. You can convince someone to go once to the gym with an aspirational message, for example, but to get them to go three days a week requires inspiration.
Manipulations work - that is why they're so pervasive. But they're costly to maintain, their gains are short-term, and they don't breed loyalty. Where manipulations work by offering external motivation,...