We're creatures of habit, sticking to what we know even when there are better things available.
However, we can use a Foot In The Door to offer a low risk sample.
Where are people sticking to what they've done for a long time? This could be using an inferior product from a competitor, or an old product that you're looking to sunset.
What small thing could you provide them to take that first step into the unknown? A free 1hr webinar, a 3 month free trial for existing competitor customers, a free software migration process... The list is endless.
Most importantly, keep it small, easy, relevant and attractive.
We often recoil from the new and unknown, but how can we use exposure to reduce risk aversion?
Sudden, unexpected change can feel difficult to stomach. How can you use 'change exposures' to reduce discomfort?
New chapters in our lives mean creating new versions of ourselves. How can you make it easy for people to take the leap?
Unexpected change creates confusion and discomfort. How can you more delicately manage this process?
We're evolutionarily hardwired to avoid change where we can. But how can you give people some reassuring control over it?
Our past efforts can often get the better of us. How might you test out a different direction in a lean way?
We're averse to what we don't know, slowing down progress. How might you avoid this with small info drips spread over time?
A fresh week, month or year offers a convenient opportunity to let go of sunk costs. Where can you use time to get closure?
With loss, perception is everything. As long as we've gained something, we can let go. How can you reframe past efforts?
If a better path to reach our goals has been found, letting go of our efforts will be less uncomfortable.
In times of change, we seek out leaders to help us move forward. How can you create reassuring clarity through your people?
As social creatures, we're greatly reassured by the actions of others. How can you use this to reduce aversion to change?