Nudge How 22,000 were persuaded to clean sewage
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Jun 3, 2024 Harvard Professor Todd Rodgers reveals how 22,000 Brits were persuaded to do 1,000 hours of community service, including cleaning sewage. The discussion touches on the power of simple writing, effectiveness of subject lines, impact of text formatting, and effective communication strategies.
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Terms Hidden In Plain Sight
- Purple hid a legally binding 1,000-hour community service clause inside its Wi‑Fi terms and conditions as a PR stunt.
- 22,000 people agreed but only one person claimed the prize for spotting it, showing how rarely people read terms.
Make Reading Easy
- Make reading easy by using shorter, familiar words and shorter sentences to reduce cognitive effort.
- Easier text prevents readers from quitting and reduces the need to reread complex sentences.
Adult Reading Levels Are Lower Than You Think
- Half of adults read at about a 14‑year‑old level, so college‑level prose excludes many readers.
- Simpler writing widens accessibility and increases the chance people will actually read your message.