Most people don’t like surprises. We, as creatures of habit are, at least for the most part, pretty change-averse. We like to know that our favorite event happens in April, that our favorite song will get us through the end of Soul Cycle class. We like knowing that our dog will be waiting for us at the door when we arrive home from work and that the wine will be chilled. We like knowing that at the end of every yoga class they will get a well deserved short rest just before bowing our head and repeating Namaste. We grow to expect that if we email our vendors and they email us back generally in an hour or two, that they will always email us back in an hour or two. We feel calmed by the idea that as soon as we are seated at our favorite restaurant the server will diligently bring crayons and coloring for the kids and that the Saturday special is always a steamy bowl of Cioppino with crusty bread.
What Marketers Should Remember About People
As marketers we need to consider how best we appeal to creatures of habit. Just because we feel bored or creatively uninspired, doesn’t always mean it’s time to rock the boat. So, how can we fulfill the needs of our diverse audiences, be fulfilled ourselves, innovate, and all the while make everyone happy?
Tips for Navigating Change with Grace
Whether you’re considering a name change, offering a new service, discontinuing an annual event, or even something as small as changing the day you blast our blog posts out— consider your audience first.
Same But Different
If you are tinkering with the idea of change, test the waters. Perhaps an informal survey, working sessions with stakeholders, a study of analytics, or some good old-fashioned phone calls will do the trick. And remember, its important to not lose sight of the fact its the same old you just with a new coat of paint.
Easy Does It
You can’t just totally flip the script on people. Here’s a secret: it makes them angry. SHHH! Think of easing into change by considering a transition period. When I visited Vienna years ago I noticed that nearly every upscale Viennese restaurant had two menus. One was newfangled Viennese style cuisine and the other was traditional. I thought to myself—brilliant! Give people what they expect, but also tempt them with something new. It’s a win-win, that is good marketing. We, as nonprofit marketers can learn something about marketing from the way restaurants cater to their customers. Always shooting for consistency, striving to be creative but and also understanding that some clients may really not like change.
Be Communicative; Don’t Sweep it Under the Rug
When you are going to change something like your hours, programming, services, or even your annual gala, it is best to let people know ahead of time. As a courtesy, let them know right away, that way they feel included. It will give them time for it to all settle in. Then communicate with them again as a reminder. Remembering, people are inherently planners.
Explain, But Don’t Apologize
There is an art to this part. When you are changing something that your clients have grown to love, the best thing to do is be empathetic, honest, and transparent. Usually if you explain the impetus (provided it is something you care about and not because you are bored) most people will understand. Then, when you top that off with a little bit about why that is better for them in the long-run and the organization as a whole, you probably won’t be met with much resistance.
Be Realistic
Prepare yourself for the naysayer. There will be one, if not more people that you simply wont be able to make happy. They, for whatever reason cannot and will not agree with your choice. Rest easy knowing that many others have come before you, and may more will come after. It isn’t be the first time Mrs. Naysayer gave a smirk in the corner, and it certainly won’t be the last. Trying to make everyone happy is such a bad idea. Avoid falling into the trap.
Lie in It
Now, I say all this with one caveat. There are just some things just shouldn’t ever be changed. If you are known for X and X only, you are really, really, really good at X, then you probably should continue offering X. If you tried one of the first suggestions here, then you will avoid making any big mistakes like that.
Don’t Turn Back
Whatever your path, this is my last tip. Don’t turn back, at least until you have let an extended period pass. You’ve got to give your decision time to take root and grow.
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