Practical Sales Training™ > How to connect with your buyer > The Bystander Effect
What is it?
When unidentified and in crowds, people feel diminished responsibility and are less likely to act.
Why does it work?
It works because in “anonymity” there is no accountability so we can be as lazy and irresponsible and there are no consequences. This is how you can see people being attacked in the street and no-one does anything. These people are not “responsible” and are expecting others to act – and of course then nothing happens.
How can you use it?
To overcome the bystander effect you need to identify your audience. Use their name, call them out in emails and all communications where possible. Personalise everything you can so that the person feels identified and not anonymous – then they are more likely to act.
This is why marketing emails and letters, coke bottles, cups of coffee and much more features your name – these companies are engaging with you by not allowing you to be anonymous in the crowd.
Example:
Imagine you run a charity and you send out a generic mass email:
“We need donations to help families in need. Please donate today.”
This message might be ignored because it feels like it’s addressed to “everyone,” so no one feels directly responsible to act.
Now compare it with a personalised message:
“Hi Sarah, we noticed you’ve previously supported local families. Right now, 3 children in your area need urgent help – would you consider donating £10 today?”
By using the recipient’s name and adding specific, personal context, you eliminate anonymity, making them feel individually accountable. This personalised approach is far more likely to drive action.
See also
- The Name Check Effect
- 100+ ways to get your buyer to take action
- 150+ ways to connect with your buyer
