The call to action is already an essential part of websites, social networks, posters, and speeches - for example, when all participants are to raise their hands to agree. Known in professional terminology as "Call-to-Action," these prompts are used to move people to the next action step.
For instance, a website visitor should subscribe to the newsletter, or a participant in an event should be encouraged to engage and think along.
It is interesting that 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 for action…
…is formulated specifically and actively.
…is placed in the right location.
…simplifies the decision-making process.
Here are some examples with the three aspects:
"In a conflict, it is often helpful to remain factual, even in the face of personal attacks against you. Therefore, listen actively in your next conflict.”
Specific formulation: Listen actively
Right placement: After the explanation
Decision-making process: Respond this way in the next conflict
"The 5-step plan presented earlier helps you concentrate better. Apply it directly in your next meeting."
Specific formulation: Apply 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 in 45-minute blocks without distraction. Try to keep your phone silent for your next task."
Specific formulation: Silence the phone
Right placement: After the method has been explained
Decision-making process: Apply in important tasks
Consider how many calls to action you formulate in your trainings. Some examples should come to your mind since every training aims at knowledge building or the change/improvement of certain behaviors.
Calls to Action in Different Training Phases
The call to action represents the consequence of direct instruction. In the first step, the information is presented. Afterwards, something is expected to happen with that knowledge. To build skills, participants must implement the exercises. For this reason, it is important to formulate calls to action for the training content and exercises. Once the skills are practiced, they should be applied in real life. When the skills are also used in new, unfamiliar situations, it is referred to as successful practical transfer. You assist your participants in dealing with challenges and obstacles. In this transfer phase, you motivate with calls to action. A short video that you send to your participants works well for this. Structure the video as follows: briefly repeat the background of the exercise and what is important in the exercise. Then provide the call to action. With the video, you establish personal contact with the viewer, reactivate learned content, and formulate a concrete invitation 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
Intentions - More than Calls to Action
The extension of calls to action is the intention statements (in English Implementation Intentions). Calls to action do not always have to be prescribed by the trainer. Each training participant is in a certain way the expert on their own problems. They know best in which situations they want to use the target behavior. Therefore, participants create their own intention statements and direct calls to action at themselves. These intention statements are also known as "If-Then plans." I have already written about this in the article If-Then Plans for More Practical Transfer. With the simple formula: "If … X, then …Y," it becomes easier to execute the desired behavior. In many trainings, participants set their training goals. In such an exercise, usually only the "What" is clarified. The "How" is first completed with the intention statements. For example: "In this situation, I want to use the following behavior to achieve my goal."
Why Do Calls to Action and If-Then Plans Improve Your Training Measures?
Eliminates distraction from overwhelming action possibilities
Multiple alternative action possibilities pose 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 executed. This way, decisions are easier because a concrete plan with action goals 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. Particularly in the initial phase, many people struggle with the first step. The more frequently an individual If-Then plan is implemented, the quicker the target behavior becomes a habit. Habits have the advantage that the initiation of action is performed automatically.
My Call-to-Action:
Because today's topic is about this, I explicitly highlight my call to action. Here is my call to action to you: Take a piece of paper and a pen (or a 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.
