One place to start is to highlight ways people already agree or are already moving on in the desired direction. One diet and exercise book cleverly leverages this idea. Rather than starting off by trying to convince people to be healthier, the author points out that this is something they already want: “Congratulations! Whether you realize it or not, simply by picking up this book you have taken the first of what I hope will be many steps, both large and small, simple and challenging, toward the most rewarding journey of all—the road to reclaiming your physical health, well-being, and happiness.” By pointing out ways people are already on board, the author encourages readers to see their position on the field as closer to the end goal. Which makes them likely to stick around for the next phase of the journey (Greene, 2002, p. 9).
Excerpt from: Catalyst by Jonah Berger
