Did you know that we tend to remember ads we can skip more than those we can’t?
Because when the decision is in our hands, we have to pay closer attention.
We need to decide when - and whether - we’ll skip.
It’s all about agency. A sense of control.
You’ve probably heard about placebo buttons?
Those buttons in elevators or at crossings that don't actually work.
Well, they work, but not in the way we think.
Because the work they’re doing is making us feel better about the situation we’re in.
Which is why preserving your customer’s sense of agency is so important.
How?
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Inviting rather than instructing: “You might like to try…” instead of “You need to…”
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Offering direction without removing choice: “Most clients start here, but it depends on what you’re looking for.”
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Giving permission, not adding pressure: “If it’s not right, that’s completely fine.”
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Framing actions as decisions, not requirements: “Would you prefer A or B?” instead of “Here’s what we’ll do.”
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Explaining the ‘why’: “We recommend this because…” restores autonomy. People resist less when they understand the reasoning.
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Letting customers opt in psychologically: “When you’re ready…” signals respect for timing.
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Acknowledging control explicitly: “It’s totally your call, of course.”
Remember, when trying to influence action:
People hate being controlled.
They love feeling in control.
BTW. A reminder to Just Do This members…👋
Our open office hour is TOMORROW, 5th March 11.30am-12.30pm Melbourne time. Drop by and ask me questions about your business. You'll find the link in New This Month.
Ref: Belanche, Daniel & Flavian, Carlos & Pérez-Rueda, Alfredo. (2020). Brand recall of skippable vs non-skippable ads in YouTube: Readapting information and arousal to active audiences. Online Information Review. 10.1108/OIR-01-2019-0035.
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