How To Convince People To Change

Many activist campaigns struggle because the framing of their mission is not in line with what potential supporters want or need. People are especially interested in saving money, saving time, and more strongly meeting their basic needs and desires.

Money: Does this product cost less than another? Will this lower taxes?

Time: Is this activity convenient and easy to sign up for? Does the location of this business help people access XYZ thing faster?

Care: Does this line up with a person's basic needs and beliefs about the world? Does it give them better access to food or make them healthier? Does it speak to their religious, spiritual, moral, or ethical views?

If you can center your message around at least two of these, then it makes your campaign relatable to a wider audience - people don't care about what you're saying unless it directly impacts them in some way.



Many activist campaigns struggle because the framing of their mission is not in line with what potential supporters want or need. People are especially interested in saving money, saving time, and more strongly meeting their basic needs and desires.

Money: Does this product cost less than another? Will this lower taxes?

Time: Is this activity convenient and easy to sign up for? Does the location of this business help people access XYZ thing faster?

Care: Does this line up with a person's basic needs and beliefs about the world? Does it give them better access to food or make them healthier? Does it speak to their religious, spiritual, moral, or ethical views?

If you can center your message around at least two of these, then it makes your campaign relatable to a wider audience - people don't care about what you're saying unless it directly impacts them in some way.