Behavior doesn’t change directly — it changes when beliefs do. Communication is the bridge between the two

New may be shiny, but the old is real gold. I wish more people would remember and understand those classic communication frameworks.

[2/…] BELIEF MAP
Advertising can’t directly change consumers’ behavior; however, we can influence it by altering their beliefs. The challenge lies in the fact that we can’t track or measure beliefs accurately. Even when we ask questions, we can’t be certain people are honest with us—or even with themselves.

1. First, observe how people behave today. Gather research data and verify the facts.
2. Consider the beliefs that drive these actions, and develop a hypothesis.
3. Identify the behavior you want your audience to adopt.
4. Determine the beliefs they would need to hold to act in this way.
5. Finally, craft a message or experience that can shift their current beliefs to the desired ones.