craig potter - ymca awards - habit-forming hook principles
TRANSCRIPT
HABIT-FORMING HOOK PRINCIPLES
CRAIG POTTERHEAD OF COMMERCIALYMCA AWARDS
AGENDA
#hookedonlt
• The future• Where are we now?• Did you know…..• The Habit zone • The Hook Model• What next?• Summary
Where are we now?
• The technology is available• Appetite from training providers• Cost savings to be gained• Learner engagement can be improved
• Learners still crave paper• Old habits die hard• Learners not engaged or hooked
Did you know……
• 79% of smartphone owners check their device within 15 minutes of waking up
• One third of Americans say they would rather give up sex than lose their cell phones
• People check their phones an astounding 150 times a day
The Habit Zone (1)
• Habits are automatic behaviours triggers by situational cues.
• They are done with little or no conscious thought.
• Habits guide nearly half of our daily actions
• Habits form when the brain takes a shortcut and stops actively deliberating over what to do next.
The Habit Zone (2)
• Customers form routines around a product. • They come to depend on it and are therefore less sensitive to price.
Candy Crush• By Dec 13 500 million people
downloaded the game• Freemium model converts users
into paying customers• This netted the game makers
nearly $1million per day
• At month 42, a remarkable 26% of customers were paying for something they had previously used for free
The Habit Zone (3)
• Many innovations fail because consumers irrationally overvalue the old while companies irrationally overvalue the new.
• Old habits die hard• Need to offer dramatic improvements to shake users out of old routines
The Habit Zone (4)
A behaviour that occurs with enough frequency
and perceived utility enters the habit zone, helping to make it a default behaviour.
The Habit Zone (5)
V
The Hook Model
Trigger (1)
External Internal• Alarm • Emotions• E-mails o Boredom• Tutors o FOMO• Employers • Routines
What to do next is in the trigger
What to do next is in the learners mind
Trigger (2)
4 types of external trigger:• Paid• Earned• Relationship• Owned
Action (1)
Action (2)
Dr B.J Fogg argues there are 3 core motivators that drive our desire to act. All humans are motivated to:• Seek pleasure and avoid pain• Seek hope and avoid fear• Seek social acceptance and avoid rejection
Fogg 6 elements of simplicity:• Time• Money• Physical effort• Brain cycles• Social deviance• Non-routine
Action (3)
Variable reward (1)
3 types of variable reward:• Tribe• Hunt• Self
Investment
What next?
Ask yourself these 5 fundamental questions for building effective hooks:
1. What do learners really want? What pain is your product relieving? (internal trigger)
2. What brings learners to your service? (external trigger)3. What is the simplest action learners take in anticipation of reward, and
how can you simplify your product to make this action easier? (Action)4. Are learners fulfilled by the reward yet left wanting more? (Variable
reward)5. What “bit of work” do learners invest in your product? Does it load the
next trigger and store value to improve the product with use? (Investment)
Summary & final thought
“The Amercians have need of the telephone, but we do not. We have plenty of messenger boys”
Sir William Henry Preece, Chief Engineer of the British Post Office
In 1911 Ferdinand Foch, the future commander in chief of the Allied forces in World War I, said “Airplanes are interesting toys but of no military value”
Final thought
“Let’s live in the future and hook our learners”
Thank you
Twitter: @CraigPotter_1
#HookedonLT
#ymcaawards
Any questions?