Introduction
The Easy Button is a great concept when your company is in the process of solving something big. You haven’t done it yet, but all you need is resources, time, or a shift in behavior to be successful.
Your goal here is to take the pressure off the audience. They care about this thing, they’re worried, they want to help. But something is getting in their way and they’re feeling guilty about that.
That’s why it’s essential that you give them something to do. You can’t just solve the problem yourself. They need to feel like they’re helping. That’s what will make the m love you.
Keys to Success
- A threat: to something your audience already cares about
- Compassion: for your audience’s failure to solve this yet
- One action: that your audience can take to contribute
Deep dive
Key 1: A threat to something your audience already cares about
First, you need something big and scary. This doesn’t have to be directly connected to your brief. Take Donate Life America’s “The World’s Biggest Asshole.” The goal of that campaign was to increase organ donors. You’d think the