There’s a wealth of research on advocacy marketing.

And that’s where I come in.

I’ll pour over Google Scholar so you don’t have to; I’ll read volumes of dense research so you won’t need to; and better yet, I’ll write summaries so you can quickly read it on your iPhone on your subway commute.

Here’s a sample.

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“Promoting Pro-Environmental Action in Climate Change Deniers”
Paul G. Bain, Matthew J. Hornsey, Renata Bongiorno & Carla Jeffries

Summary:

Re-framing climate action as a means toward social betterment may be a more efficient strategy in gaining support from climate change deniers, as compared to framing action as a means to avoid catastrophe/disaster/climate change.

More:

• Denier show greater intent to act when they believe climate policies will generate positive social benefits, such as making people more warm, considerate, and moral, or increasing economic & technological progress
• This “Warmth/Development” frame may be even more effective among BOTH believers and deniers for encouraging action; according to this study, individuals are more willing to support action by almost 33% when messages highlighted positive results of climate policies, as compared to scientific/”avert-danger” frame