At Content Science, we believe better content makes for better health. Let's look at a perfect specimen from Daily Challenge. Daily Challenge delivers an email like this one to you each day (after you sign up, of course).
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Why do we admire it? It applies techniques for motivating and supporting action that we discuss in Clout.
The email kicks off with a clear instruction for a realistic action. (It's hard to act if you don't know what to do. And, a task that's too hard is discouraging.) The email also simply defines carotenoids, in case you didn't know. (We didn't.)
The eager can take action right away. For the hesitant, the email supports the instruction with answers to basic questions...how do I do it? Why should I do it? (Really, there's no excuse not to eat some carotenoids.)
To boot, the email shows how many other people completed yesterday's challenge. Peer pressure, in a good way.
So, take a lesson from Daily Challenge. When you want to influence people to take action, use the right content techniques.
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