Engaging your readership

Instinctive design has created a process where we reach an understanding of the world around us that feels safe and beneficial, based on what we deem the most realistic values according to our individual circumstances.

As we traverse through this life and those ideals become reaffirmed or challenged and adjusted, there is a comfortable familiarity that we can be reluctant to even question, let alone part with, despite the realisation that it's in the best of our interests.

So, when presenting an issue that requires the discomfort of change, what tools can be of use?

Subtlety is crucial.

• Find common ground- we are more likely to hear those like us
• Reduce the element of risk- use simple, overt reasoning. Complex language/jargon is the enemy
• Popular opinion- examples for the acceptance of the notion add value. People don't want to feel different.
• Reciprocation- if your subject feels you are offering something of personal worth, it's more attractive
• The success story- older people especially value the opportunity to carry on a perceived "winning spree".
• Start small- insignificant change is often a stepping stone
• Open with the focus point- concentration only worsens