How to Craft Compelling Calls-to-Action

Transcript

1. How to Craft

2. disclaimer: (p)sychology

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5. FIRST MYTH: MOAR INFORMATION = GOOD

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7. MYTH 2: YOU KNOW WHAT MOTIVATES YOU

8. 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%  
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10. SALIENT BELIEFS

11. Theory of! Planned Behaviour! based on Ajzen, 1991!

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17. Thanks! Questions? justine@userfaction.com @titine