crafting compelling calls-to-action
TRANSCRIPT
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!
