The Bystander Effect

When coming across the scene of an accident, the one thing you do not want to yell is:

“Someone get help! Someone call 911!" 

Sounds strange right?

But to those around you who hear this, "someone" means "someone else".

Onlookers notice how broad your audience is and automatically assume that your request is not meant specifically for them and that someone else will take action. This phenomenon is known as the bystander effect, where the greater the number of people present, the less likely a person is to take action.

This same phenomenon may be affecting your marketing campaigns!

The bystander effect arises when we are aware of the fact that we are a part of a larger group.

Feeling like a part of a larger group removes accountability and creates a displacement of judgment. The greater the audience, the less need we feel to take action and the less judgment we feel for not taking action as we feel hidden within the group.

A better approach to the situation above would be to specifically point out an individual, look them in the eye, and say, "You! Please call 911." 

Doing this increases your chances for a response by narrowing your audience, making a connection, and setting them up to take action.

The same thing goes for your marketing campaigns!

Your best defense as a marketer against the bystander effect is choosing the right words to deliver your message. The way in which you frame your message will greatly influence how your prospects feel and whether or not they act.

Addressing a broad audience while delivering a generic message will leave your prospects feeling as if your message is not meant specifically for them and that they have no need to respond. Avoid using overgeneralizing terms and phrases and try giving your message a more individualized tone.

Try “making eye contact” with your prospects by choosing words that will make your message feel personalized - like you are addressing them and their needs directly. For example, “I am reaching out to you today…” or, “I think this new service I am offering could greatly benefit you” or, “Please let me know how I can help you” or, “I would love to talk about x with you. Let's set up a time to talk or meet”. 

As a result, your prospects will find themselves in a situation where they feel seen, personally addressed, and know exactly how and why to respond. 

Don’t let your message get lost in the crowd!

Make it personal, make it to the point, and leave your prospects wanting to take action!