On the challenges I’d use more of a pure marketing approach, a strong command verb at the start, really concise, with reason and emotional pull. Give your audience a reason why they should take the desired action, maybe a bit of FOMO (Fear Of Missing Out), maybe some compelling numbers. Writing calls to action is both a science and an art and it’s worth being a little creative.
I really liked Peter’s fresh thinking around the ‘nudge’ thing. It has legs and could go in all sorts of directions. It is the combination of proven marketing techniques with learning that make this approach fly. Few in marketing want to slab out hours and hours of content – they think first audience, second channels and third action. Their whole way of thinking is around ‘less is more’. This also happens to be exactly what the psychology of learning tells us about learning experiences. The limits of working memory, cognitive overload, forgetting and the need for transfer mean doing less but doing it better.