Friday, April 18, 2008

The real power of one.

When advertising, a photo of somebody looking directly out of the page can increase your response rates.

This was the advice of David Ogilvy (or may have been Drayton Bird, I can't remember). Anyway, some recent fundraising research supports this.

Paul Slovic, of 'Decision Research', has demonstrated this by measuring the contribution levels from people shown pictures of starving children. Some subjects were shown a photo of a single starving child while others were shown a photo of two children.

Those shown two children donated 15% less than the one child. In a related experiment, photos showing a group of eight starving children contributed 50% less money than those shown just one. This research makes sense to me. People can relate to individuals and their stories.

The original post is here

Image courtesy of Children at Risk Foundation (CARF) -


Anonymous said...

You have probably already read it, but if not I recommend Made to Stick by Chip and Dan Heath. They cover exactly what you have talked about in the 5th Chapter. They call it the Mother Teresa principle - "If I look at the one, I will act"

In the same vein as this book I also recommend Predictably Irrational by Dan Ariely.

A couple of others I'd say you'd like (based on other books you've talked about)....

Why we buy (The Science of Shopping) by Paco Underhill.

The Irresistible Offer by Mark Joyner.

Microtrends by Mark J Penn

How they started by David Lester

Duncan Bannatyne's Autobiography - "Anyone Can Do it"

I'm a bit of a business book junkie. This is just part of what I've read over last few months.

Paul Dervan said...

hi, thanks for the book recommendations. I've actually bought 'made to stick' but haven't read it yet. I don't have the others so much appreciated. I'm planning to upload a load of book reviews but haven't done it yet. Send on any others you think are good, at any stage.