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.
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.
So how can we use Dr. Fogg’s work to our advantage in BenGil?
A view of the hotel at Beaver Dam, south of Carlinville, in the early 1900s. A landmark of the area, the hotel was a popular overnight spot until it closed in 1938.
A century ago, a hotel was a landmark at the area that became Beaver Dam State Park in south-central Macoupin County. The structure has lived on in various incarnations since it closed in 1938.
The two-story, sixteen-room building opened for business in 1906. The exterior of the white-frame structure was spartan in appearance, which likely reflected the interior. But the hotel was a favorite stopover for visitors to Beaver Dam Lake.
Advertisements for the hotel were found in the St. Louis, Alton, and Springfield papers and attracted guests from miles around. “There must have been some business there,” said Jim Frank of the Macoupin County Historical Society in an interview before his death in late 2024. “People came from all over to visit the lake and stay in the hotel.”
Frank, who lived south of Beaver Dam, notes that guests arrived by train from Macoupin Station, a mile to the north. “They would be met there by a horse-drawn coach,” he remarked. “That would take them up the hill to the hotel.”
Though the hotel was basic, its surroundings were scenic. A tree-lined lane met visitors on the approach to the building, which sat just inside the current park entrance, on the right.
The hotel was operated by Frank Rhoads and his wife Sarah, whose father, Henry Brayford, played a pivotal role in the development of the lake for recreational purposes.
In 1881, some eighteen leading Carlinville residents leased the property from Brayford to create the Beaver Dam Lake Club. The members spent an estimated $2600 to construct earthen dams on either end of the lake to raise the water level.
Brayford, a coal miner who began to sink a new mine in 1899, died of a lingering illness on Dec. 23, 1901 at age 84. When Frank and Sarah Rhoads inherited the property, they ended the lease to the Carlinville businessmen and built the hotel, which opened as the Beaver Dam Fishing Resort.
The Rhoads, who had no children, took extra steps to ensure their guests’ enjoyment. “Mrs. Rhoads was quite a musician,” said Frank. “There was a grand piano and an organ in the hotel parlor, and she would play those to entertain the visitors.”
It was not the only way in which Sarah Rhoads put her stamp on the hotel. When meals were served, she called the guests and fishermen inside by blowing a large fox horn that sounded across the lake. A taxidermist, her mounts of local wild animals were displayed in the hotel and in its guest rooms. She was also adept at photography and for a fee, provided photos of her guests and their catches of fish.
Guests to the lake could fish for a dollar per day, while lodging was two dollars per night. Outdoor camping was permitted, but Sarah, owing to customs of the day, would not allow female campers.
Some individuals tried to avoid the fishing fee by sneaking into the lake grounds. However, the Rhoads posted watchmen who would collect the fee as they scaled the fences.
The completion of the Shipman Blacktop in 1937 doomed the hotel, as many guests began to spend the day and drive home at night, rather than staying over. Fee fishing continued at the site for several years, In 1947, the state of Illinois acquired the 425-acre property, which opened to the public as a state park the following year.
The second floor of the hotel was torn off, and the rest was converted into a residence for park rangers. The state also reconstructed and raised the earthen dams to create a lake of 56.5 acres. In 1955, additional land was acquired, boosting the park to 737 acres.
When capital improvements were made to Beaver Dam State Park in the late 2000s, the old hotel structure was sold to area residents and moved off site. The building now sits on private property.
Tom Emery is a freelance writer and historical researcher from Carlinville, Ill. He may be reached at 217-710-8392 or ilcivilwar@yahoo.com.
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.
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.
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