The call to action is already a fundamental part of websites, social networks, posters, and speeches - for example, when all participants are supposed to raise their hands in agreement. Known in technical language as a 'call-to-action', these prompts are used to encourage individuals to take the next step.
For instance, a website visitor should subscribe to the newsletter or an event participant should be encouraged to engage and think along.
Interestingly, the call-to-action on a website and the call-to-action of a training exercise depend on similar success factors. The call-to-action increases the likelihood of action when the prompt...
… is formulated concretely and actively.
… is placed in the right spot.
… simplifies the decision-making process.
Here are some examples with the three aspects:
“In a conflict, it is usually helpful to remain factual even in the face of personal attacks against you. Therefore, actively listen in your next conflict.”
Concrete formulation: Actively listen
Right placement: After the explanation
Decision-making process: React this way in the next conflict
“The 5-step plan just presented helps you concentrate better. Apply it directly in your next meeting.”
Concrete formulation: Use the 5-step plan
Right placement: After the statement
Decision-making process: Apply it in the next meeting
“It is very beneficial if you can work without distraction in 45-minute blocks. So, during your next task, set your phone to silent for that duration.”
Concrete formulation: Set phone to silent
Right placement: After the method has been explained
Decision-making process: Use it for important tasks
Consider how many calls to action you formulate in your training sessions. Some examples should come to mind, as each training aims to build knowledge or change/improve certain behaviors.
Calls to Action in Different Training Phases
The call to action represents the consequence of direct instruction. In the first step, information is presented. Subsequently, something should happen with that knowledge. To build skills, participants need to implement the exercises. For this reason, it's important to formulate calls to action for the training content and exercises. Once the skills are practiced, they should be applied in practice. If the skills are also used in new, unfamiliar situations, one speaks of a successful transfer of practice. You support your participants in dealing with challenges and obstacles. In this transfer phase, you motivate with calls to action. A short video is suitable for this, which you can send to your participants. Structure the video as follows: Briefly repeat the background of the exercise and what it entails. Then give the call to action. With the video, you establish personal contact with the viewer, reactivate learned content, and formulate a concrete prompt to practice.
Trainers consciously (or unconsciously) use direct instruction as a training method. Calls to action are part of this learning arrangement.
In direct instruction, information and skills are conveyed in four phases:
Presenting: Defining goals, structuring information
Guided Practice: Working on tasks, reflection questions, repetitions
Feedback: Feedback on results, correction of possible errors, reinforcement through praise
Practice without Guidance: Independent practice, trainer supports with feedback and checks progress
Implementation Intentions - More Than Calls to Action
The extension of calls to action is the implementation intentions (engl. Implementation Intentions). The calls to action do not always need to be provided by the trainer. Each training participant is, in a way, the expert on their own problems. They know best in which situations they want to display the target behavior. Therefore, participants create their own implementation intentions and direct calls to action at themselves. These implementation intentions are also known as 'if-then plans'. I have already written about if-then plans for greater practical transfer in the article. Using the simple formula: 'If ... X, then ...Y' makes it easier to execute the desired behavior. In many trainings, participants define their training goals. In such an exercise, usually only the 'what' is clarified. The 'how' is first completed with the implementation intentions. Approximately: 'In this situation, I want to display the following behavior to achieve my goal.'
Why Do Calls to Action and If-Then Plans Improve Your Training Measures?
Eliminates Distractions from Overwhelming Action Options
Multiple alternative action options present a challenge for achieving goals. When concrete action formulas are formulated, these alternatives are eliminated and do not compete with the desired action (the target behavior). Those who create their own action formula do not spend time weighing alternatives later. When it matters, the target behavior is implemented. Decisions are made more easily this way, as a concrete plan with an action goal has been set in advance. This is also advantageous for mental performance. Decisions require a lot of work and energy (in terms of glucose) in the prefrontal cortex.
Promotes the Development of Habits
The development of habits is ideally supported by if-then plans. If-then plans are formulated for behaviors that are to be used repeatedly. Especially in the initial phase, many people struggle with the first step. The more often an individual if-then plan is implemented, the faster the target behavior becomes a habit. Habits have the advantage that the initiation of action is executed automatically.
My Call to Action:
Because today's topic is about this, I specifically mark my call to action. So here is my prompt to you: Take a piece of paper and a pen (or that text editor) and write down 3 calls to action for the participants of your last training or speech. This will make you more aware to use them in the next training.
