People like INDEPENDENCE! People like to feel they're doing things on their own People like to do things the way they want to do them, and when they want to do them People often want to do things on their own instead of hiring an expert WHY?BECAUSE... Autonomy motivates people, it makes them feel in control The unconscious part of the brain likes to feel that it's in control If you are in control, then there is less likelihood that you'll be in danger THE "OLD BRAIN" is all about keeping you out of danger CONTROL=KEEP OUT OF DANGER=DO IT YOURSELF=MOTIVATED BY BEING AUTONOMOUS!THEREFORE...If you want to increase self-service-----------------------------MAKE SURE YOUR MESSAGING IS ABOUT HAVING CONTROL AND BEING ABLE TO DO IT YOURSELF!
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