How BJ Fogg’s Model Can Help Get More Online Reviews
Business models boil complex issues down into simple visual or mental explanations. They’re maps of reality that provide insights on ways to think about any problem.
When you use a model as a framework to analyze a problem, you’re almost guaranteed to develop fresh new approaches and ideas. And isn’t that what we really need when we’re trying to figure out how to be more profitable, create more subscribers, acquire more patients, get more reviews, etc.?
I’ve recently come across one by BJ Fogg author and behavior scientist at Stanford University. He’s developed a simple but useful behavioral model that can help solve a wide variety of business problems.
Here’s the model as he describes it on his website:
The BJ Fogg Behavior Model
In written form, my model looks like this:
Here’s the simplest way to explain it: “Behavior (B) happens when Motivation (M), Ability (A), and a Prompt (P) come together at the same moment.”
This solution is deceptively simple. On one hand, you can learn to think about behavior in this way in two minutes. On the other hand, you’ll find this model applies to all types of behavior, in all cultures, for people at any age. It’s universal.
How To Get More Online Reviews Using Fogg’s Model
Sound simple? It is. It’s a simple concept as most models are. But, it’s a very powerful problem-solving guide. Let’s take an example.
Let’s say you’re having difficulty getting more positive Google reviews. Applying BJ Fogg’s model, look carefully at the whole process of getting reviews, and ask some specific questions:
- Behavior — How important is it for your business to have customers, clients, and patients write an online review?
- Motivation — How important is it to customers, clients, and patients to write a review for your business?
- Ability — Do they know how and have access to Google to leave a review?
- Prompt — Have they been asked to leave a review?
Next, figure out where the main issues are for this challenge (is it M, A, P, or some combination?), and brainstorm 2-3 solutions for those issues.
For example, if Prompts are the main problem, train and incentivize employees and staff to ask every customer if they would be willing to give a review. A contest or extra recognition or rewards for employees to ask for reviews can be effective. Everyone should understand why reviews are needed for the online health of the business and how that’s linked to the success of the business, and ultimately their jobs.
If customer motivation is a barrier (it often is). Train employees to have a simple conversation with the customer to make them feel that their feedback is important and that you’re genuinely interested in what they have to say. This brief conversation followed by the question – would you be willing to write a review for us? (Prompt) creates a micro-commitment on their part to follow through if they answer “yes” to the question. Helping spread the word to others about excellent products and services can make them feel a part of something larger than themselves.
Many businesses will offer to enter their customer’s names into a drawing for something of value (Motivation) for leaving a review (never incentivize people directly for leaving a positive review).
Use The Model To Create Thoughtful Business Improvement Plans
This model can be applied to any number of issues. Want to create more demand for your products and services? Want to get people to opt in to your lead magnet? How about getting more clicks from your ads?
BJ Fogg’s model can help you think through these kinds of questions, and develop solid action plans. Mr. Fogg also offers in-depth training courses and training on his website.
Photo By elduderino315
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