There are two main principles of behavioral change: 1. Ease and 2. Motivation.
Buying your product is behavioral change in one of its smallest forms, so before your customers can buy from you, they must find you.
That’s the “ease” part. And that refers to both digital and non-digital forms of finding you.
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If you have ever been to a new place and your stomach started to crumble. You know now it’s time to eat, so if you are like most people, you will check if there are nearby restaurants where you can have some food.
When you don’t know any of the restaurants, you find yourself inclined to enter the one with the most crowd and dismiss the ones that don’t have many customers. You don’t think, and you just find yourself checking the menu of that crowded restaurant.
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