How to Persuade People to Change Their Behavior

Directives have been a standard approach to changing public behavior for decades. But they often fail because people hate being told what to do. There are three ways to overcome this obstacle. First, highlight a gap between their thoughts and action, or the advice they would give others and what they do themselves; they will want to reconcile the two. Second, pose questions, rather than making statements; when you force them to figure out their own feelings or opinions on the issue, it is more likely to drive action. Finally, ask for less; start with small requests and ramp up to big ones.