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Stanford’s Solution for the BenGil Main Street

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Dr. BJ Fogg is a persuasive genius. He’s spent his entire academic life studying it. He founded Stanford’s Persuasive Technology Lab, as well as authored several books on the topic. He’s even created his own behavioral change model called the “The Fogg Behavioral Model.” Big name companies pay him thousands of dollars to help them make their products more persuasive. When he talks about persuasion, we should listen.

Most importantly though, he may just hold the answer to our “main street” problem.  According to his Fogg Behavioral Model, 3 elements must converge at the same time for a behavior to happen (in our case, it’s shopping locally): motivation, ability, and a trigger. If all 3 of those elements happen at the very same time, our odds at changing a behavior improve exponentially.

Thus, our goal as economic architects is to motivate community members to shop, while at the same time giving them the ability to shop and triggering the “shopping switch.”   So are we currently doing that?

Motivation

Everyone loves to shop. It triggers one of our most addictive emotions: pleasure. Even in this economy, the malls are filled with seas of shoppers on the weekends. And it’s just not the 1% that’s doing the purchasing. The rest of us are doing our fair share of shopping. We’re definitely motivated to shop.

Triggers

Our triggers could be improved, but they’re not the weakest link. Right now, our best trigger is our brick and mortar stores along main street. Customers drive down main street, see an open sign or something in the window that perks their interest, they pull the car over, and before you know it, they’re making a purchase. That’s an ideal immediate trigger-behavioral scenario.

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Our other triggers are somewhat weaker. Ads in the newspaper do an excellent job at perking someone’s interest. However, customers can’t make an immediate purchase. They may be reading the paper at night after the stores are closed, and won’t be able to make a purchase until the next morning. Worse yet, they may be reading the paper on the weekend, and not be able to make a purchase for 2-3 days. Facebook fan pages and stand alone websites face the same flaw. Inertia and procrastination are deadly when it comes to making a sale.

Ability

Bingo! This may not be the sole cause of our problems, but it’s definitely the weakest link.  Not only is our sales process inconvenient for our customers, but it’s also complex. According to Dr. Fogg’s research, simplicity is the key to ability. The easier a behavior is, the more likely it will happen. Let’s see how easy it is to purchase an item from a brick and mortar store on the BenGil main street.

When are most of our stores open? 9am -5pm Monday – Friday. When do most of our customers work? 9am-5pm Monday-Friday. Who has the most disposable income? Those customers who have a job. When can they shop? After 5pm throughout the week and on the weekends. When are we closed? After 5pm throughout the week and on the weekends. See the problem?

We’re committing a huge error. Our 3 elements to behavioral change aren’t converging at the same, critical point.  There’s too big of a delay, and it’s costing us hundreds of thousands of dollars per year. If you think I’m exaggerating, stop and think about how many cars, washers, dryers, toys, and computers are being purchased by community member from outside of our community. Just a little math will make your jaw drop. The internet, Wal-Mart, and other big box retailers who offer our customers better convenience are stealing them right out from under us.

We can’t continue to blame the customer. Do you honestly think people don’t want to shop local? No. If given the opportunity, I’d be willing to be 95% of our community members would shop locally (provided the price is reasonable). The problem lies in the complexity and inconvenience shopping locally requires.

So how do we fix it, and make sure all 3 elements converge at the same point? There are probably a hundred different solutions. We’re only limited by our imagination. Carlinville has done an excellent job at converging all three elements at the same point with their “3rd Thursday of the month” initiative.

  • Motivation: Like I said above, it doesn’t take much motivation to make people want to shop. Their marketing does more than enough to motivate customers to shop locally.
  • Triggers: They do an excellent job at triggering, in this case reminding, customers it’s the 3rd Thursday of the month. Most of the participating businesses post on their facebook pages starting the night before and continue the day of about the 3rd Thursday. The local newspaper does an excellent job promoting it in that week’s paper. I would also assume they have signs posted throughout the square reminding people about the initiative.
  • Ability: This is the element they’ve really excelled at. Instead of focusing on shopping locally, which is too generic and overwhelming, they’ve selected a SIMPLE behavior: shopping locally on 1 day out of the month.  And better yet, they’ve also made it more convenient for customers. Local businesses stay open later that night so they can reach the “working moms and dads”, which just happens to be the demographic that should care the most about shopping locally because they’re raising a family in that community.

It may not have been a hit right from the beginning, but as the initiative moves forward, the 3rd Thursday of the month and shopping locally will become synonymous with community residents. Hopefully, it will eventually become a habit.

I don’t know the exact figures, but I’d be willing to bet that the majority of participating businesses have one of their most profitable days on the 3rd Thursday of the month.

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So how can we use Dr. Fogg’s work to our advantage in BenGil?

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Letters to the Editor

Letter: The power of showing up, what local protests are really like

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When people think of protests, especially in small, conservative towns, they often imagine tension, anger, or conflict. But what I’ve experienced at our local protests is something else entirely. 

There’s music playing. People are smiling, waving, and offering encouragement. Cars pass by and honk in support. There’s laughter, conversations, and a shared sense of purpose. It’s not chaotic. It’s not hostile. It’s community. 

These protests have become a place where people come together to feel connected and hopeful. We don’t just hold signs. We bring canned goods for food pantries. We share resources. We check in on each other. Many of us also make a point to support local small businesses before and after the protests , grabbing coffee, dinner, or doing some shopping…. because we know they’re part of this community too. 

For many of us, especially those who’ve felt isolated in our beliefs, these gatherings are a lifeline. 

I’ve had countless people tell me how much this helps them. They say coming out to protest gets them off their phones, away from the news, and back into the world with purpose. They feel less alone. Less hopeless. I see it in myself too. Being around like-minded people, standing for something that matters, has improved my own mental health. Protesting reminds us that we can still make a difference. 

This isn’t about causing division. It’s about connection. It’s about choosing to take action instead of watching history repeat itself while we sit by in silence. For many of us, this is about making sure our kids, neighbors, and future generations know we tried. 

When I first had the idea to bring protests to Macoupin County, I reached out to Andi Smith in February. She had already taken the brave first step of standing with a sign in Edwardsville, and her quiet courage lit the way for so many of us. Andi has been a lighthouse of support, not just for me, but for others who are learning how to use their voice. She didn’t do it for attention. She did it because it was the right thing to do. And that kind of leadership matters. 

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Now, we have weekly protests across the region. And it all started with someone deciding to show up. That’s how movements begin. That’s how change starts. Not all at once, but with one person and then another. 

I invite you to join us at our weekly protest every Tuesday from 5:00–7:00 p.m. at the Macoupin County Courthouse in Carlinville. We are building this movement with love, hope, and action.  I’m proud to be working alongside Kelley Hatlee and organizations like The 50501 Movement, Macoupin Pride, Macoupin County Action Alliance, and Indivisible. 

Weekly protests take place rain or shine every Sunday in Alton from 12 noon to 2 p.m. at the Lincoln Douglas Square, every Tuesday in Carlinville from 5 to 7 p.m. at the Macoupin County Courthouse, and every Friday from 12 noon to 2 p.m. in Edwardsville at the City Park. I encourage others to show up to one near them. You don’t need a crowd to begin. You don’t need permission to care. Just show up. Bring a sign. Start the conversation. You might be surprised how many people were waiting for someone else to take the first step. 

Because when we show up, we remember who we are. And when we come together, we realize we were never alone. 

Chelsa Pruden 

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Letters to the Editor

Letter: Common ground

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To the Editor:

There is common ground for those who voted for, or against, Donald Trump to be President of the United States again.  First, we can all agree that he won the election.  Second, Kamala Harris did not whine and lie to the American people that she really won.  And third, since it was a free democratic election, the American people will get the government they deserve.

For those citizens who feel disappointed that a majority of voters chose as their leader a demagogue who believes the rule of law does not apply to him, your duty now is to bear witness to the consequences.  And remember.  For history’s sake.

Stay awake as the herd nods off, and avoids evidence of an insurrection that happened before their very eyes.  Observe the idiot wind that blows constantly from the mouths of all those Trump-pets pretending that traitors are patriots.  Don’t fall for the false equivalencies, like convincing you that their retribution is the same as real justice.

And stop thinking about King Rump.  Entertainment is his game.  He’s the best at keeping everyone distracted while he performs his con.  He knows what he’s doing.   Also, don’t waste your time trying to convince your friends and relatives who have slid down the rabbit hole of self-delusion.  This election proved Mark Twain was right when he observed: “It is easier to fool a man, than to convince him he has been fooled.”

James Tweed

1512 Wesley Ave.
Ocean City, NJ 08226
(609)398-3124

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Letter: Larry Schmidt’s written explanation

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This is my written explanation to the comments I made on the KMOV website regarding the Gay Pride parade back in March. It was just released that Anheuser-Busch had pulled funding from being a sponsor for the Gay Pride. This was about the fourth article I read, and all of them had photos of previous parades where some participants were dressed in pink tutus dancing and twirling in the streets, face paint, leather straps, drag queens, people wrapped in rainbow flags, and other bizarre costumes.

I thought it offensive that adult people were acting in such a manner. I violated one of my personal rules when I reacted to an emotional situation. I made a comment too hastily before I thought it through. I usually give myself a bit of time to think of a proper response before making an emotional statement, this time I just blurted it out. I said I was glad the Gay Pride parade was not funded by AB, then I said, “you do not need to march in the streets to show off your disability.” I am fully aware that homosexuality is not a disability. The statement was absolutely wrong on my account and I do wholeheartedly apologize for that choice of words. It was offending to both gay and perhaps even disabled persons. However, I do stand with the statement agreeing with AB pulling their funding for the Gay Pride parade.

I was making this statement as Larry Schmidt, a private individual stating a personal opinion like I have many times in the past. I was just another voice in the crowd among others with similar opinions. Chelsa Pruden, or some other LBGTQ person looked up my personal information and noticed I was on the County Board. Facebook blew up with the LBGTQ community demanding that I be removed from office and that they would have my job. They were talking amongst themselves trying to get this out to as many sites as they could. I now became political fodder for their cause. Pruden even went on an Alton radio station against me. I sent a written apology to Pruden for what I had said. She chose to ignore the apology and explanation but instead brought in locals and outsiders to conduct a rally at the April Board meeting while LBGTQ made hateful statements about me.

Pruden and her associates assumed I was homophobic and a hater of all gay people. That is further from the truth. I respect gay rights and respect gay people. Homosexuals are a part of life and have been since well before the Bible. I know and respect this. What I do not respect is the entire philosophy of the LBGTQ definition. I believe there are only two sexes, male and female. I also do not accept all the pronouns being thrown around describing all these different sexual orientations. I have made comments in the past, again as a private citizen, stating my opinion about those transsexual types of behavior. Chelsa Pruden and the LBGTQ community preach love and acceptance to all, however, anyone who does not agree with them are called haters. To me the word hate is a pretty strong word and they thrown it around pretty freely. I do not hate anyone. The LGBTQ is all love until you do not agree with them, then they are full of hate and spite because of the way you feel.

I have three cousins in their 40s and 50s who are gay, and a niece in her 20s who is gay. We love them dearly, they are part of the family and treated as such. My wife and I are also Godparents to another gay woman in her 20s who asked to be baptized in our home church. These gay people, as do most, assimilate into their respective communities and live their life as any other citizen. They do not crave special accommodation and attention. Chelsa Pruden and associates preach the loud and proud slogan like they are something special, this is what I have issues with. We are all regular people and should be treated as such.

When the attacks on me and my character were made I was somewhat taken aback. I am a peaceful, fair-minded person who tries to make good decisions but I also have opinions. I am not mean, spiteful, nor do I seek revenge. I was upset by their dialogue stating my supposed hate for them while not even knowing me. The immense chatter from the LBGTQ community made it sound like I was on the 10 most wanted list and that I was a disgusting, terrible human being that shouldn’t walk the face of the Earth .

I was on the road away from home when all these remarks were being made, and it made me feel terrible. I sent a text to my fellow board members to seek their advice because by this time it was all over social media including Carlinville Talk of the Town. Ms. Pruden and associates were trying to bully me into submission. I asked the Board members for advice, if I should step down as chairman, resign altogether, or remain where I was. Remember I was feeling pretty low at this point from all the name-calling and false accusations. The overwhelming response was to stay where you are, you’re doing a great job as chairman. I sent the text from my phone and tried to remember all 18 Board members.

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There were apparently three names I could not recall at the time. A local news outlet reported in their article that I had only contacted 15 Board members and that 15 Board members are Republican and three are Democrat making it sound like I purposely did not contact the Democrat Board members. In reality, I only excluded one Democrat, the two others I inadvertently left out were Republican. That sole Democrat made the accusation of the Open Meetings violation at the April meeting. Pruden then filed a complaint against me for violation of the Open Meetings Act. I didn’t purposely exclude anyone from the text, I simply did not have a list in front of me and couldn’t think of the last three names. The AG has the reports and they still have not determined if a violation took place.

I will remain as Macoupin County Board Chairman. What you must realize is that I was voted in by the people who wanted a conservative Christian voice while respecting family values. They are not wanting extreme leftist liberals such as Ms. Pruden and her associates. I look at Ms. Pruden’s social media and she appears to go to every protest she can find that is against any conservative government policy. It seems she is always craving attention.

I have received massive public support for my views. There is a silent majority out there and they keep pretty quiet; the other small percentage tends to cry and carry on when they don’t get their way. I am constantly stopped on the streets, at restaurants, stores, social media and even written letters sent to my home telling me to stay where I’m at. Citizens are tired of the constant liberal, woke views and the last series of elections have proven that. I am the first Republican Chairman since 1969 and the Board now has a 15 to 3 majority. Nothing has changed since I made that statement; I have been chairman for five years now and show me where we did anything to hurt your cause. We represent all citizens of Macoupin County.

Again, let me reiterate, I respect gay people for who they are, they are living their life as they see fit while contributing to our community as any other person. What I don’t care for is the way the LBGTQ and Gay Pride organizations try top force their sexual orientation on our children and general population. Live your lives without trying to indoctrinate everyone else.

I would ask the media represented here this evening to publish this letter in it’s entirety because so far all the reporting has been somewhat one-sided. These are my personal views and not reflective of the entire Board.

Larry Schmidt
Macoupin County Board Chairman

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