The Fogg Model of Behavior

Another useful framework for thinking about the message you need to communicate to your reader is the Fogg Model of Behavior. It was originally developed to explain how to get people to change their behavior, start a new habit, or create new behaviors.

And when you think about it, that’s what copywriting is all about. You are writing to help your reader change a belief, take an action, and fix a problem. So let’s look at this simple framework and see how it applies to your copy.

The model itself is described with a simple equation B=MAP or behavior equal motivation, ability, and a prompt (at the same time). These elements don’t really work alone, you need them together.

Look at the diagram on your screen. The vertical axis represents your reader’s motivation to do something. That is how much they want it. The horizontal axis represents their ability to do something. That is, how able are they to do it. And the green line is the action line… the point at which taking action becomes easy or desirable.

Let’s say your target customer is a busy executive who doesn’t have enough time to get things done. Not only does she have too much work, but she’s also the main care provider for her family. She is frustrated by her inability to get it all done. Her motivation to fix this problem is high. She realizes it would change her life and provide her with some down time if she could manage her time better. But her ability to change is limited. Her boss keeps piling on the work. The demands from her family are constant. She wants to change, but it’s not likely she can until it becomes easy to do. Even though her motivation is high, because her ability is low, she can’t get above the green line. This customer would be here on the model. Below the action line.

Now, let’s say you have a product that can make it easy for her to change. Maybe it’s a new time management system or a virtual assistant that takes on repetitive tasks and gets them off her desk. By increasing her ability to change, you move your prospect above the green line where she can make a change.

You can imagine a variety of scenarios for the model. People with low motivation but high ability also fall below the action line. It’s when you combine high motivation with high ability that progress becomes possible.

There is one other element in the framework we haven’t mentioned yet and that is the P… a prompt. Prompts are triggers for the behavior we want. They work when the combination of high motivation and high ability… and they fail when the combination of both is low.

Let me share one other example to show how this model works. Let’s say I want to lose weight, but I’ve struggled to do that. I like Cheezits a little too much and I really don’t like exercise. I know I need to do it, but my motivation is low. On a visit to my doctor, he mentions that I need to lose a few pounds and get my blood pressure down. Knowing that this isn’t easy, he suggests a combination of intermittent fasting and a low carb diet that might raise my ability to change a little higher. And he adds that if I don’t make some changes and start exercising, I could be facing diabetes or worse in the next few years, which increases my motivation.

My doctor’s warning has increased my motivation to change. It’s now up here. And the diet he suggests is relatively easy, so my ability has gone up as well. Now I just need the right triggers to make it happen. An early morning alarm to get me up to exercise is one. Putting out my running clothes so I don’t have to find them in the dark every morning is another. Buying some protein powder and bars to have at the ready to eat when the clock strikes noon is still another.

By increasing my motivation and ability, and matching them to the right triggers, changing my behavior becomes easier.

Now what does all of this have to do with writing copy? 

Well, remember our definition of copywriting is “the activity of creating, maintaining, and deepening profitable relationships using the written word.” 

The deepening part requires actions on the part of our customers over time. We want them to download a lead magnet, or sign up for a workshop, or join a group, or buy a product, or take some other action. And maybe all of the above as they move through the buyer’s journey.

In order for them to take action, we need to increase their motivation and make it easy for them to do. You do that with copy and the right offer. With the right messages, you change beliefs and increase motivation to take the next step. And with good copy, you remove friction from the process and make it easy to do by increasing their ability to take action. Copy also provides the right prompts or calls to action so they know what to do next. When we put it all together correctly, our prospects are in the area above the action line. That is they take action.

A typical sales message will increase motivation by doing things like… presenting a big promise as well as the solution and creating some reason to buy now (by using urgency or exclusivity for example). And it will increase ability and make it easy for the customer to take action by doing things like offering a guarantee and a payment plan or a free trial.

As you write your copy, you need to be thinking, how am I increasing motivation to act? How am I increasing their ability and making it easy for my reader to take the next step? What trigger or call to action will make taking action automatic? If they’re not taking action, you may need to add motivation or or increase their ability to do it.

Your job as a copywriter is to help your reader move above the green action line. And when you do that, you’ll succeed as a writer.