Sometimes it just takes a simple incentive
This car company would save a ton of money and work if its customers would switch to electronic billing.
But most people probably don’t care, and don’t bother to make the effort. We care about the environment and reducing waste, but it doesn’t always motivate us when we’re trying to get the bills paid.
So this simple incentive offer may be all it takes — a sweepstakes entry for switching.
Lesson: Sometimes a silly contest is better than a logical appeal.