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They will come if you tell them

Some research we did last week reminded me that people will often only want to come to your activity if...


1. Someone they know is going, or...


2. They can see that other people like them* are going.


* ๐˜ต๐˜ฉ๐˜ข๐˜ต ๐˜ช๐˜ด, ๐˜ฉ๐˜ฐ๐˜ธ ๐˜ต๐˜ฉ๐˜ฆ๐˜บ ๐˜ด๐˜ฆ๐˜ฆ ๐˜ต๐˜ฉ๐˜ฆ๐˜ฎ๐˜ด๐˜ฆ๐˜ญ๐˜ท๐˜ฆ๐˜ด, ๐˜ฐ๐˜ณ ๐˜ข๐˜ต ๐˜ญ๐˜ฆ๐˜ข๐˜ด๐˜ต ๐˜ฉ๐˜ฐ๐˜ธ ๐˜ต๐˜ฉ๐˜ฆ๐˜บ ๐˜ธ๐˜ฐ๐˜ถ๐˜ญ๐˜ฅ ๐˜ข๐˜ด๐˜ฑ๐˜ช๐˜ณ๐˜ฆ ๐˜ต๐˜ฐ ๐˜ฃ๐˜ฆ!



This is sometimes called โ€˜common knowledgeโ€™, but whatever you call it, it is important.


๐—ช๐—ต๐˜†?


Because, each personโ€™s willingness to participate in your activity, will increase if they know other people like them are joining.


And the more you can increase the โ€˜common knowledgeโ€™, the better it will be for you.


[**๐˜ต๐˜ฉ๐˜ช๐˜ด ๐˜ช๐˜ด ๐˜ฆ๐˜ด๐˜ฑ๐˜ฆ๐˜ค๐˜ช๐˜ข๐˜ญ๐˜ญ๐˜บ ๐˜ช๐˜ฎ๐˜ฑ๐˜ฐ๐˜ณ๐˜ต๐˜ข๐˜ฏ๐˜ต ๐˜ช๐˜ง ๐˜ต๐˜ฉ๐˜ฆ๐˜บ ๐˜ข๐˜ณ๐˜ฆ ๐˜ฏ๐˜ฆ๐˜ธ ๐˜ต๐˜ฐ ๐˜บ๐˜ฐ๐˜ถ๐˜ณ ๐˜ข๐˜ค๐˜ต๐˜ช๐˜ท๐˜ช๐˜ต๐˜บ, ๐˜ฐ๐˜ณ, ๐˜บ๐˜ฐ๐˜ถ๐˜ณ ๐˜ข๐˜ค๐˜ต๐˜ช๐˜ท๐˜ช๐˜ต๐˜บ ๐˜ช๐˜ด ๐˜ฏ๐˜ฆ๐˜ธ].


Plus... this need for common knowledge is particularly relevant to industries that offer what can be called โ€˜social goods,โ€™ such as hospitality, fashion, entertainment - and sports! - these markets are where people prefer the popular brands or โ€˜places to beโ€™.


๐—” ๐—ฆ๐—ฝ๐—ผ๐—ฟ๐˜๐˜€ ๐—”๐—ฑ๐—บ๐—ถ๐—ป๐—ถ๐˜€๐˜๐—ฟ๐—ฎ๐˜๐—ถ๐—ผ๐—ป ๐—–๐—ต๐—ฎ๐—น๐—น๐—ฒ๐—ป๐—ด๐—ฒ


As a sports org or club our job is to solve a 'coordination problem' for people, bringing people with a shared interest together - and 'common knowledge' provides this.


And so our marketing and recruitment challenges often go back to this common knowledge - where each personโ€™s willingness to participate in an event increases if they know the type* of people it is for.


Conversely, it decreases if they donโ€™t know what type of person is coming.


That is, people will only want to play your sport, and come to your event or activity if they know that people like them will be there.


(this may be in the skill level, experience, background, characteristics, status etc).


๐—ฆ๐—ผ ๐—ต๐—ผ๐˜„ ๐—ฐ๐—ฎ๐—ป ๐˜†๐—ผ๐˜‚ ๐—ฝ๐—ฟ๐—ผ๐˜ƒ๐—ถ๐—ฑ๐—ฒ ๐˜๐—ต๐—ถ๐˜€ โ€˜๐—ฐ๐—ผ๐—บ๐—บ๐—ผ๐—ป ๐—ธ๐—ป๐—ผ๐˜„๐—น๐—ฒ๐—ฑ๐—ด๐—ฒ'??


The simple solution (but one we donโ€™t always do well), is to let them know/show them who it is for - and - get them to share if they are coming.


And letโ€™s make sure they know it is for people just like them.



๐˜โ€™๐˜ฎ ๐˜ฉ๐˜ฆ๐˜ญ๐˜ฑ๐˜ช๐˜ฏ๐˜จ ๐˜ด๐˜ฑ๐˜ฐ๐˜ณ๐˜ต๐˜ด ๐˜จ๐˜ฆ๐˜ต ๐˜ฎ๐˜ฐ๐˜ณ๐˜ฆ ๐˜ฑ๐˜ฆ๐˜ฐ๐˜ฑ๐˜ญ๐˜ฆ ๐˜ฎ๐˜ฐ๐˜ณ๐˜ฆ ๐˜ช๐˜ฏ๐˜ท๐˜ฐ๐˜ญ๐˜ท๐˜ฆ๐˜ฅ ๐˜ง๐˜ฐ๐˜ณ ๐˜ญ๐˜ฐ๐˜ฏ๐˜จ๐˜ฆ๐˜ณ.


๐ŸŽพ ๐Ÿ€ ๐Ÿ ๐Ÿ‘ โšฝ ๐Ÿ‰ โšพ ๐Ÿ


๐˜›๐˜ฐ ๐˜ด๐˜ช๐˜จ๐˜ฏ ๐˜ถ๐˜ฑ, ๐˜ด๐˜ฉ๐˜ฐ๐˜ธ ๐˜ถ๐˜ฑ, ๐˜ข๐˜ฏ๐˜ฅ ๐˜ฃ๐˜ณ๐˜ช๐˜ฏ๐˜จ ๐˜ฐ๐˜ต๐˜ฉ๐˜ฆ๐˜ณ ๐˜ฑ๐˜ฆ๐˜ฐ๐˜ฑ๐˜ญ๐˜ฆ ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ต๐˜ฉ๐˜ฆ๐˜ฎ!


๐˜๐˜ต'๐˜ด ๐˜ข๐˜ญ๐˜ญ ๐˜ซ๐˜ถ๐˜ด๐˜ต ๐˜ช๐˜ฏ '๐˜ต๐˜ฉ๐˜ฆ ๐˜ฆ๐˜น๐˜ฑ๐˜ฆ๐˜ณ๐˜ช๐˜ฆ๐˜ฏ๐˜ค๐˜ฆ' ๐˜บ๐˜ฐ๐˜ถ ๐˜ฑ๐˜ณ๐˜ฐ๐˜ฎ๐˜ฐ๐˜ต๐˜ฆ, ๐˜ข๐˜ฏ๐˜ฅ ๐˜ฑ๐˜ณ๐˜ฐ๐˜ท๐˜ช๐˜ฅ๐˜ฆ.


๐˜ ๐˜ฐ๐˜ถ ๐˜ฎ๐˜ข๐˜บ ๐˜ฉ๐˜ข๐˜ท๐˜ฆ ๐˜ต๐˜ฉ๐˜ข๐˜ต ๐˜ค๐˜ฐ๐˜ท๐˜ฆ๐˜ณ๐˜ฆ๐˜ฅ, ๐˜ฃ๐˜ถ๐˜ต ๐˜ช๐˜ง ๐˜บ๐˜ฐ๐˜ถ ๐˜ฅ๐˜ฐ ๐˜ฏ๐˜ฆ๐˜ฆ๐˜ฅ ๐˜ด๐˜ฐ๐˜ฎ๐˜ฆ ๐˜ฉ๐˜ฆ๐˜ญ๐˜ฑ ๐˜ธ๐˜ช๐˜ต๐˜ฉ ๐˜ต๐˜ฉ๐˜ข๐˜ต, ๐˜ฑ๐˜ญ๐˜ฆ๐˜ข๐˜ด๐˜ฆ ๐˜ญ๐˜ฆ๐˜ต ๐˜ฎ๐˜ฆ ๐˜ฌ๐˜ฏ๐˜ฐ๐˜ธ.

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