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Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition by Andrea Coville

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6

Relevance: Why Are We Making This Effort?

The Very Real Payoff That Comes from Relevance

We can’t say this enough: the ultimate goal of relevance is to change (or maintain) behavior.

We can talk all we want about how to use various marketing channels/techniques, and we can think about the most efficient social media strategies to employ to solve the communication challenges we face. But none of that really matters unless we can persuade someone to our point of view (to buy our product or service or to embrace our cause) or keep our customers/clients/supporters from switching to someone else (see sidebar “Changing Behavior Can Mean Staying the Same”).

When all is said and done, you want to make a difference; you want to affect someone’s behavior. ...

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