[The write-up below is assuming that you are trying to get as many communications as possible being sent to the policymakers you’re focused on. There are other cases in which this might not be the case, but more often than not, you should be going for quantity.]
Creating action pages that “take off,” or “go viral” must be emotional, informative, and inspirational in order to be effective and fun. It’s simply not enough to just copy and paste boring jargon and send it out with an appeal for actions.
You are asking your audience to take time, go to your action page, read the email being sent and the summary of the action, and then either write their own note or send the email to policymakers.
The social contract here is that if you want the person to act, then you owe it to them to make your appeal inspiring!
Below is a tried and true formula to make you appeals and some tips to drive conversions even more:
1. In your written appeal, use the formula: Problem, Solution, Call to Action.
Problem (2-3 sentences)
Make the problem contextual. Frame this in the scope of history or geography. This in itself will lend itself towards inspiration. You’re placing this issue in the “ark of history,” so to speak.
Solution (1-3 sentences)
The solution is your chance for fun, inspiration, motivation. Regardless of all of the minutia, the fact is that the solution would solve the problem. Paint the picture for people; make them feel that now is the chance to be a part of the celebration when the solution gets implemented. People need to imagine what it would feel like if they were to help implement this solution.
Call to Action (1-2 sentences)
The call to action is simply asking them to do whatever it is you’re asking them to do. If that is to fill out an action page and communicate to a policy maker, then simply ask them to do it. Let them know it will work!
2. Balance the urgency with inspiration.
Your audience should feel the urgency of the problem, but try not to make things sound too bleak. It’s OK to communicate things that are dire, but make sure the solution becomes inspiring and overpowering. People need to feel the positivity of being a part of the solution.
3. Use Media
Record a video of yourself and add it to your action page. Simply record a video of yourself or someone else making a video appeal to take an action. I’m always surprised more people don’t do this. Not only can you deliver information in an efficient way, you build connections with your audience by putting a face and voice to your appeals.
Use other media. Ujoin action pages allow you to add bill data, pathways and links to useful media, and images to support your call to action. The more you can incorporate media, the more compelling your case will be, as long as it stays focused on your problem, solution, call to action narrative!
Final tip: Keep trying. Like anything else, these things usually take multiple tries until you get something that is just awesome.