If you tell someone they’re “innovative,” they’ll start seeing themselves that way and, lo and behold, act accordingly. Much like telling your spouse they’re “so organized” right before you need help finding your keys (again). It’s like planting a seed in fertile soil – watch as it grows into a full-blown identity that shapes their decisions and actions.
This is Labelling, a powerful persuasion technique rooted in self-perception theory. It posits that when we label individuals, we subtly influence how they see themselves, and consequently, how they behave. People will move mountains to ensure their actions align with their self image (which explains why executives with “visionary” in their LinkedIn profiles somehow always need their slides simplified). Give someone a meaningful title, and they’ll instinctively rise to embody it.
Research consistently demonstrates the effectiveness of labelling across diverse contexts. In a fascinating study, researchers simply called half the participants “politically active.” The result? The labeled group showed a 15% higher voter turnout than the control group. If only labelling ourselves as “morning people” worked as effectively on Monday mornings. This subtle identity priming altered their self-perception, and their behavior naturally followed suit.
Labelling in Action: Three Business Applications
- Boosting Team Motivation:
- Internal Brand: Rather than simply instructing your team to “work harder,” label them as “our innovation champions” or “efficiency experts.” Suddenly, they’re not just completing tasks; they’re living up to their reputation and embracing a meaningful identity.
- Departmental Diplomacy: When collaborating across departments, use positive labels strategically. Refer to accounting as “our financial strategists” (even when they’re saying no to your budget requests) or the legal team as “our risk navigation experts” (despite their cautious approach to your bold ideas). And yes, calling IT “digital magicians” might get your ticket resolved faster, but we can’t guarantee it (Pro tip: make sure you try restarting first).
- Enhancing Customer Loyalty:
- Targeted Marketing: Move beyond generic communications by segmenting your audience with identity-affirming labels. “To our valued partners…” or “For our eco-conscious customers…” This personalization makes customers feel recognized for who they are, not just what they buy. Did you notice who this newsletter is addressed to? If it said “To our procrastinating email-skimmers,” well, we’d all feel a bit too seen, wouldn’t we?
- Sales Conversations: Equip your sales team with the power of positive labelling. “I can tell you’re someone who values innovative solutions…” or “As a forward-thinking decision-maker…” These labels create a psychological framework that guides customer behavior toward better margins decisions.
- Influencing Behaviour Change:
- Internal Adoption: When introducing new initiatives, designate early adopters as “transformation leaders” or “pioneers of progress.” This creates positive social proof and motivates others to join the movement rather than resist.
- External Engagement: When launching new products or services, frame early adopters with aspirational identity labels. “Join our community of visionaries” or “Be among the first to shape the future.” This taps into people’s desperate desire to feel special and forward-thinking in a world of self professed professional gurus and ninjas.
Monthly Challenge
This month, let’s get our hands dirty with some applied psychology.
- Identify a behavioural goal: Increase team collaboration, boost sales, or encourage adoption of a new tool. or perhaps getting that one colleague to stop “playing devils advocate” in every meeting.
- Strategically deploy labels: In meetings, emails, and conversations, thoughtfully use positive and aspirational labels to subtly influence self-perception.
- Observe the results: Did you notice a shift in attitude or behaviour? Document your findings – we’re conducting a scientific experiment here, after all. Lab coats optional, but highly recommended for dramatic effect.
Want to Learn More? Check out these great resources:
- For a quick overview of Priming, this short article from The Decision Lab is great.
- More recently, Pre-suasion by Robert Cialdini provides an in-depth look at the priming effect and is packed full of great examples.
