Copywriting
Tactic
Demonstrate an Impact on Other People
Hospital staff were more likely to wash their hands when a message framed the benefits toward patients (vs. themselves).
Overview
Consider two messages in a hospital bathroom:
- Hand hygiene prevents you from catching diseases.
- Hand hygiene prevents patients from catching diseases.
The second message was more effective (Grant & Hofmann, 2011).
People are optimistic. Nobody expects a car accident to happen, so they feel unmotivated to buy something that might prevent one.
Therefore, describe how this decision (or lack thereof) can impact other people. Suddenly readers are no longer gambling their own safety – they are gambling the safety of their family and loved ones.
- Grant, A. M., & Hofmann, D. A. (2011). It’s not all about me: Motivating hand hygiene among health care professionals by focusing on patients. Psychological science, 22(12), 1494-1499.