There has been some fascinating research around anti-smoking campaigns.
The ones where people were told what to do were less likely to adopt the new behavior.
The ones who were presented with evidence and allowed to draw their own conclusions were much more likely to stop/not start smoking.
In digital marketing, it’s best practice to include a clear call to action.
- Buy now
- Click here
- Contact us
Usually, it’s a good idea. And we get data from people who take the action and the people who don’t.
Sometimes it might be a better idea to simply present the information rather than directing people to an action.
Allow people to make up their own minds.
Make it easy for them to take the action they want to take.
And then test it to make sure it’s moving you toward your goals.