Easy Button

Introduction

Provide a simple action that solves a huge crisis or problem These work best if people already care about the problem. Want to save the whales? Just do this.

Paragraphs

1. One big-ass problem

2. Sympathy for audience

3. A single action

Examples

Donate Life America “The World’s Biggest Asshole”

RED “The (RED) Manifesto”

Rain Forest Alliance “Follow the Frog"

 

Keys to Success

1. Thing 1 — It should be about this long

2. Something else — Could also be this long, too

3. Third thing — You’ll have to feel it out as you go