Crafting Compelling Calls-to-Action

How to Craft���Compelling��� Calls-to-Action

disclaimer: (p)sychology

FIRST MYTH: MOAR INFORMATION = GOOD

MYTH 2: YOU KNOW WHAT MOTIVATES YOU

What will motivate you?

What  people  say:  1.  Save  the  environment  2.  Benefit  society  3.  Save  money  4.  Other  people  are  

doing  it  

What  worked:  1.  Other  guests  reuse  

their  towels  58%  

2.  Save  the  environment  38%  

SALIENT BELIEFS���THOUGHTFULLY PROCESSED

1.  Create  a  message  based  around  a  relevant  belief  2.  In  a  way  that  encourages  efforIul  thought  

Theory of!Planned Behaviour!

based on Ajzen, 1991!

Thanks!

Questions?

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