Understanding the Fogg Behavior Model and How to Use It to Your Advantage
Howdy chapel fans. And welcome back to this exciting lecture. We're gonna talk about the fog behavioral model for those of you who have seen my landing page design course. You'll be very familiar with this because we spoke about it then. But it bears repeating and it bears reviewing. Um, and it's certainly worth learning for the first time because this is a model of human behavior that permeates every single design project that I have ever done since. I learned it. Landing pages, writing ads, designing emails and most certainly, and especially designing facebook chatbots. So first who was fog? So B. J. Fogg is a behavioral scientist currently teaching at stanford University. He's a pioneer of a type of study called behavior design, which is, in his words, helping technology successfully and positively impact human behavior. B. J. Fogg ran the first ever series of experiments to discover how computers can change people's attitudes and behaviors at. As a doctoral student at Stanford in t...
he 1990s, he's most famous for the fog behavioral model which he coined and invented in 2007 at Stanford University. You can check them out at www dot BJ five dot com. He gives workshops, he gives classes all around the country, has lots of different interesting students who has, who have lots of video content. It's really cool stuff. You can check them out online, but for now let's jump over to the white board and actually talk about what the fog behavioral model is. The fog behavioral model is a very simple way to understand all of human behaviors and this is these are this could be you could break down really any action you think of any behavior in this way. So the behavioral model says as follows B equals M A T. O. Okay so B stands for behavior A behavior occurs when you have three things when you have motivation ability. Okay. You need to have, you need to be motivated to um you need to be motivated to perform the behavior. You need to have the ability to perform the behavior and you need a trigger. And sometimes you'll see the fogg behavior model written as M. A. P. Map which is a prompt but the same thing, right? You need a trigger ability and motivation. Any behavior could be traced down to these three things. So for example, um I'm here shooting this course on a sunday afternoon. Um I'm tired, it's pouring rain. Why am I doing it? We can break it down. Well I'm motivated to do it because I'm hoping that it will grow my business and it will help generate more revenue from my company and it will help make better. It will help make people better marketers which brings me joy. Um I have the ability to do it. I have a camera. I have a camera crew. I have my laptop. I have a white board. Okay I have the ability I have I think the knowledge and the expertise and the intelligence to to teach the course and I have a trigger larry kim called me and said Isaac get your Assen gear and make a course. Right? So that was basically the breakdown of of The five behaviour model for my behavior. Um There's also lots of different, you could break this down for any in activity if you're sitting at home at night. Um and the doorbell rings and you don't get up to get the doorbell. Right. So you were either lacking in motivation to get the doorbell right? Maybe you knew who it was and you didn't want to do it. You could have been lacking in ability to get the doorbell where you might not have heard it, you were in the shower or whatever it may have been. Um or you were lacking the trigger, let's say the doorbell didn't ring right in that case, that doorbell is the actual trigger. So if you take a moment to think about this, any behavior, any action could be broken down into three these three components and you need all three of these components that you need a trigger, ability and motivation for any behavior to occur. And it's really incredible when you realize how simple it is but also how elegant of a formula it is at the exact same time. Now, what does this mean for us in marketing? Well, we're trying to trigger whatever we do with facebook chatbots or any other type of advertising. We do. We're trying to trigger a certain behavior, right? We wanted to get people to sign up for our newsletter to read a case study to attend a webinar to register for an event to buy a product to fill out our sales from, to make a phone call to click a link. Right? Whatever it is, we're trying to trigger people to do behaviors and if we understand why those behaviors are not occurring, will be able to understand how to trigger the behavior to occur. So here's let's take a look at what the um what the plot of the fog behavioral model looks like. Okay, the Y axis and you have an X. Axis. And over here we're going to say this access is going to be called motivation. Okay, so I'll just write it down like this motivation And up here we'll have get this out of the way over here, you have high motivation at the top down here, you have low motivation. Okay, now over here you have an ability scale or perceived ability or perceived difficulty. There's different ways to call it ability is let's say easy, this is an easy task. I'm sorry. We're gonna put over here you have it's a difficult hard task or complex and on this scale you have easy, simple and in the fogg behavior model you have an action line and that action line looks something like this. Okay, now, on this part of the action line, in this space behaviors are failing. The b the triggers are being on, the triggers are unsuccessful to get a behavior to occur and we'll explain why that is in a minute on this part of the action line. Okay, behaviors are occurring and triggers are successful. Now let's just see very simply what's happening here. Okay, so so you have a task that you want your visitors to take or you want to have a behavior you want visitors to take? And it's it seems to be hard and complex. Like the the perception of the ability or the perceived ability is that this is very difficult and my motivation is very low, right? So I'm gonna fall right around over here, right? That's not gonna happen. And even if it's if it's extremely hard and my motivation is even a little bit high, the behavior might not happen. And of course this is not a perfect line. It's different in different cases. But this is your basic idea As ability, perceived ability gets easier and this task seems simpler and as motivation increases, right, you're going up into this territory and you're gonna get that behavior to occur because people will um perform behaviors when they're highly motivated to do so and their perceived ability is very high, they feel like they have the ability to do so as well. So let's say take an example, say you're a personal injury attorney and you're trying to get somebody to submit paperwork on your site. I would say that that's a good example of the motivation being very high, right? Because a personal injury attorney could get me a very large settlement of money. So my motivation is very high. But I would also say it's perceived to be very hard and complex. Like, well, I'm not sure if I have all the information to fill out this paperwork. I don't know if my accident even um, qualifies me for any sort of settlement. Like there's a lot of complexity around that. So the perceived ability to do this successfully is very low, very low perceived ability because this seems very hard and complex. So I might fall out somewhere over here. I'm really motivated. So the job of a marketer is not to motivate the person in that case, right? This is the beauty of the fog behavioral model as it relates to marketers. Your job is not to talk in a way that tells people how much money they can get there. They're already motivated, right? They typically know that your job is to say you're the trigger needs to the trigger in the case of the personal injury attorney needs to increase the perceived ability needs to make this task look simpler because what that does is takes you right over this behavioral action line. And now if you say, listen, fill out this paperwork, it'll take you five minutes and a personal injury attorney specialist or whatever will call you within five minutes to hold your hand and walk you step by step through the way and and 95% of our settlements are paid out within seven days. And it's a very simple process and you don't need to spend your time. That's what's gonna get that person who's already highly motivated into that action line of perceived ability, right? And sometimes you don't need to move them that much. Sometimes you need to move them just a little bit. Now let's say you're trying to get people to sign up for a webinar, right? Um, Mobile monkey is, here's a good example. Mobile monkey runs webinars to get people to sign up, right? It's very easy. Everyone knows, right? So you have abilities up here, Everybody knows that mobile monkey is a really um I'm sorry, everyone knows that signing up for a webinar is an easy process. I need to sign up. I need to send my put my name and email. I'm gonna get a link, I've done this before. It's really straightforward, right? My perceived ability to sign up for a webinar is very, very, very high. However, there's not that much, I don't know if there's that much in it for me. Like, do I need to go sit here and like here another webinar. I've heard a million webinars, my perceived or my motivation, my perceived ability is very high. I know how to sign up for a webinar. I'm confident in my ability to do it, but I don't think I'm so motivated. So I'm down here again below the action line and the behavior is not gonna happen. But what we need to do. So our job as marketers is to increase motivation, increased value, explain to you what you're gonna get out of joining this webinar after watching for 30 minutes, you're gonna be able to wield the chat blaster like a Jedi master, you're gonna be able to send effective chat blast to thousands of people and none of your competitors are doing this, Get them excited. So if you increase motivation then you take somebody who already has an increased ability and you push them over that behavioral action line and you get that behavior, you get that webinar sign up. If your content and your chatbot to talk about, all you gotta do is put your email in this box and then put your name in this box and you're gonna get an email in five minutes with a link that goes right to webinar. It's the coolest technology and you can do it from the comfort of your own home. You're going to fail because you're trying to send triggers to people where they don't need to be triggered. They're trying to motivate people where they don't need to be motivated. They already have a high perceived ability. You're trying to talk, you're talking to them in the wrong way. Um This I lumped this chapter together with the with the principles of persuasion is because all of these lectures are teaching you how to how to think about how you talk in chat bots. Right? So you have the different principles of persuasion that will help you form your content. But this will help you form your motivational calls to action. Okay. That's the big difference between the fog behavioral model and the other principles of persuasion. This is teaching you how to form your actual C. T. A. S. Your calls to action. So in the fog behavioral model you have two primary forms. You have sparks spark triggers and signal triggers. Okay so the spark trigger is something which like sort of lights a fire. It's meant to increase motivation right? When when perceived ability is already high. So so the second example we just gave of mobile monkeys. Webinar sign ups would need to use spark triggers to help motivate, teach me what this is all about. What are the benefits? What promises? How will I what will my experience be? What will I come away with after coming to the webinar right? That will help increase motivation because that is what I'm struggling with. A signal trigger is let's say in the personal injury attorney example where I'm already highly motivated. You don't need to motivate me. I want to have a successful personal personal injury attorney on my side right now. I want that very very badly but I just think it's so overly complex and I'm nervous that I don't know what to do. So then you need signal triggers to increase what perceived ability, perceived ability or a signal trigger to decrease complexity or increased simplicity, all the same thing. Right? You get the idea. So this is really you could your your chat bot campaigns are going to live and die on the fog behavioral model hill, Okay. Because if you're motivating people with the wrong type of trigger, if you're motivating the personal injury attorney with all this content, about how great it is to have a personal injury attorney, you're gonna fail. They know that right? They need to you need as a trigger, you need to increase your marketing content and and and collateral has to increase perceived ability. If you're trying to get people to sign up for a webinar on, go to meeting and you're using a trigger that talk to them about how simple the process of signing up for a webinar is or how easy or how non complex it is, you're going to fail because they know that already, what they need is to be motivated that there's value in this. And when you think about building your chatbots, every single one of your chat part funnels has to be broken down with what is the ultimate goal. You've learned all the principles of persuasion that are important. So you now know how to talk to you now know what types of things to say throughout the conversation of a chat bot but now you need to think about what is the goal? What is the ultimate goal of this chapter? Is it to generate a sale? Is it to generate a webinar? Sign up? Is it to generate a an email subscriber? Is it to generate a web site visit? Is it to generate a inflow request or is a sales form submission? What is the goal of my chat bot? And now, once I understand the goal of my chat, but I need to think of, okay, where are my customers most likely to fail? Are they most likely low on motivation or are they most likely Lohan perceived ability or are they low on both? And once you understand that and you use the principle that we just spoke about. Once you understand that you'll understand exactly how to really powerfully right your calls to action and write your content to either increase motivation by increasing perceived value or decreasing complexity, increasing perceived ability, increasing simplicity to get people who are already motivated to actually go ahead and perform that task. So that's the fog behavioral model. I find it incredibly, incredibly insightful. It's been incredibly helpful in increasing the performance of our clients campaigns here at Adventure Media and I have no doubt in the world that if you understand this and you use this and you use these principles in the way that I've laid out, um the way that B. J. Fogg has laid out, um you're gonna see immediate lifts and your conversion rates from your chatbot campaigns. So that wraps it up for this exciting section about psychological principles, manipulating the content in your favor the fog behavioral model and and writing powerful calls to action. And finally, without further ado in the very next section, we are going to start using mobile monkeys like Jedi prose. I will see you guys very shortly in the very next lecture.