The most important task a Behavioural Designer has is to make the desired behaviour easy to implement. When you come across as convincing, you can more quickly persuade people to do what you want them to do. That is why, in this video, Astrid Groenewegen gives you a golden tip to achieve this quickly.

Simplicity is key

Perhaps the solution seems very simple. But the language we use is one of the strongest factors influencing behaviour. That is why it is important to think about communication when developing behavioural interventions.

Humans process a lot of information in a day. Our brain often suffers from cognitive overload. That is why we like simplicity: easy signals we can quickly grasp. It is our survival mechanism to take the easy route.

We can use this trick the brain does to our advantage. By using easy language in your communication, you will come across as much more convincing. Use language that a fourth grader understands. This does not only apply to low-educated people. Simple language also works very well with a highly educated target group. This is also how elections are won!

So to encourage the desired behaviour, we need to use easy language. We process this faster, which makes you look more persuasive and attractive. This is how you get people to do what you want them to do.

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