Brilliant marketing communications advice from advertising legend, Dave Trott…
“If we want them to pay attention, we’ll be entertaining.
If we want them to listen, we’ll be interesting.
If we want them to understand, we’ll make it simple.
If we want them to remember, we’ll make it catchy.
If we want them to do something, we’ll be convincing.”
The UK Government’s Behavioural Insight unit developed a simple ‘EAST’ framework for any policymakers and communicators seeking to influence positive behavioural change. Communication and actions should be:
Easy (to follow or adopt);
Attractive (i.e. of benefit to the customer);
Social (i.e. others do it, or it benefits others); and
Timely (i.e. actionable now)
Bite-Sized Marcomms 