A suburban sign can be messy and still be effective when it communicates a simple, clear message. “Window cleaning in progress” avoids flashing slogans and direct claims. The sign encourages thinking that other people are using the service, which can make window cleaning feel timely and natural. Social influence can be measured through a hotel study where guests were shown different towel-reuse messages. A general environmental appeal produced lower reuse than messages stating that most guests reuse towels. A message specifying that most guests in the room reuse towels increased reuse to nearly 50%. People respond more when they do not feel pressured.
"“Window cleaning in progress.” I love this board because it showcases something that most marketers forget. K&C Window Cleaning doesn't try to persuade you with flashing slogans or in-your-face claims. They're far more subtle, and that subtly makes them more effective."
"While ads are about influence, no one wants to be sold to. Instead, this sign uses psychology to get people thinking, “Other people are using the service, so maybe it's time to clean my windows.” The idea feels organic and nothing feels forced."
"First, they tested a standard environmental message saying, “Help save the environment.” Guests said this message would be most likely to persuade them. But the researchers also tested a message that read “most guests reuse their towels.” The results were surprising. The environmental plea encouraged 35% reuse, but the suggestion that the majority of guests reused their towels boosted reuse to 44%."
"But, then they added a third message: “Most guests in this room reuse their towels.” This had an even greater impact. Now, almost 50% of guests reused old towels, up from 35% in the control. The takeaway is simple: we follow the actions of others."
Read at Hubspot
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