People overwhelmingly prefer a positive tone, so make your case without being too negative. During card-sorting exercises, people tend to prioritize information on motivators and overcoming barriers to behavior change — not information about the risks and barriers themselves.50, 52, 58, 62, 64, 65, 66, 67
Stay positive and focus on the benefits of taking action
People want to know what they can gain from changing their behavior. Consider short-term and long-term benefits. For example, physical activity can improve heart health, but it can also boost your mood right away.
Compare the 2 examples below. Notice how the positive framing focused on what people can gain from being active, which feels much more motivating.
| Negative framing | Positive framing |
|---|---|
Not being active puts your health at risk. If you don’t get enough physical activity, you’re more likely to:
| Physical activity raises your chances of living longer. It can also help:
|
When choosing language, limit the use of “don’t,” which automatically sets up negative framing. Additionally, try not to use “should” — it can sound preachy or condescending. And instead of telling people what not to do, highlight the appropriate or desired behavior.
Example
Before: Never ride a bike without a helmet.
After: Wear a helmet every time you ride a bike.
Focus on tips and tools for overcoming barriers
People need to overcome many perceived and actual barriers on the road to health behavior change. Be realistic — acknowledge these barriers and continue to offer encouragement and motivation.68
Figure 4.1: This MyHealthfinder page offers practical tips to help people overcome barriers to getting active — like starting slowly, choosing activities you enjoy, and encouraging family members to get active together.
Source: https://odphp.health.gov/myhealthfinder/health-conditions/diabetes/get-active#take-action-tab
Figure 4.2: This page outlines practical, doable steps on how to talk with your child about tobacco, alcohol, and drugs — like using everyday events to start the conversation, turning off distracting electronic devices, and encouraging your child to ask questions.
Break behavior into small steps
Breaking behaviors into small, manageable steps gives your audience choices about which steps feel realistic and doable — and it can improve people’s self-efficacy (confidence in their ability to achieve a goal).
Figure 4.3: This example includes a list of small action steps designed to help people get less sodium (salt) in their daily diet — like snacking on unsalted nuts instead of pretzels or chips.
Source: https://odphp.health.gov/myhealthfinder/health-conditions/heart-health/eat-less-sodium-quick-tips
Next time you’re writing messages, incorporate personal stories or quotes from people who have made a healthy behavior change to strengthen your messaging. Storytelling can go a lot farther than statistics when it comes to improving self-efficacy.
Explain the “why” of the action step
Tell your audience the reason behind what you’re asking them to do. This will help them understand why it’s important that they take the step.
Figure 4.4: This example encourages caregivers to take care of their own health — and offers a clear rationale for why that’s important, along with specific action steps. Practicing self-care will help give caregivers the energy and strength to handle the demands of caregiving.
