How do you tailor messages to your target group's readiness?

1 What is TTM?

TTM is a psychological model that describes how people change their behavior over time. It identifies six stages of change: precontemplation, contemplation, preparation, action, maintenance, and termination. Each stage has different characteristics, challenges, and needs. By understanding these stages, you can create messages that match your audience's readiness and motivation.

2 How to identify stages of change?

One way to identify the stage of change of your target group is to use surveys, interviews, or focus groups. You can ask questions that measure their awareness, attitude, intention, and behavior regarding the issue you want to address. For example, if you want to promote recycling, you can ask how often they recycle, what benefits they see in recycling, what barriers they face, and what would make them recycle more.

3 How to tailor messages for precontemplation?

Precontemplation is the stage where people are not aware or interested in changing their behavior. They may be unaware of the problem, deny its relevance, or resist change. To tailor messages for this stage, you need to raise awareness and curiosity, challenge myths and misconceptions, and provide credible information and testimonials. For example, you can use facts and figures, stories, or images that show the impact of not recycling.

4 How to tailor messages for contemplation?

Contemplation is the stage where people are aware of the problem and consider changing their behavior, but are not ready to commit. They may be ambivalent, uncertain, or fearful of change. To tailor messages for this stage, you need to increase motivation and confidence, address concerns and barriers, and highlight benefits and incentives. For example, you can use comparisons, questions, or scenarios that show the advantages of recycling.

5 How to tailor messages for preparation?

Preparation is the stage where people are ready to change their behavior and plan to do so soon. They may have set goals, made plans, or taken small steps. To tailor messages for this stage, you need to support and reinforce their decision, provide guidance and resources, and encourage action and commitment. For example, you can use tips, checklists, or reminders that help them recycle more easily and effectively.

6 How to tailor messages for action?

Action is the stage where people have changed their behavior and are actively maintaining it. They may have adopted new habits, routines, or skills. To tailor messages for this stage, you need to celebrate and reward their progress, provide feedback and reinforcement, and prevent relapse and temptation. For example, you can use praise, recognition, or rewards that acknowledge their recycling efforts and outcomes.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?