Fresh starts are a good opportunity to nudge your users in a direction that is beneficial for them as well as you — you can aim for a perfect win-win.

It’s an opportunity to influence them to learn that new language, or sign up for that continuing education course, or hire a financial advisor, or prepare for that marathon this year.

A good way to get started is by thinking what motivates your users. Consider understanding your users’ aspirational behaviours. How do they want to improve themselves? Do their aspirations change depending on the time of year?

It can help you think of the larger goal first, followed by behaviours associated with achieving that goal. For example, a goal might be to get finances in order. An aspirational behaviour for that goal could be to commit to saving Rs. X per month for retirement.

Once you’ve got that figured, you can try to connect your users’ motivations to what you have to offer. Think: how can I help your my users pursue their goals? Then pair your message with a temporal landmark — highlight new beginning so that it reminds them that time has passed and that they can start fresh and work towards their goals.

Let’s take an example example:

User Goal: Get in shape.

Aspirational Behaviour: Commit to avoiding junk food and eating healthy.

Your Offer: Free 30-minute diet consultation every month with access to a personal dietician when they opt for your premium plan.

Temporal landmark: New year, birthday, women’s day, wedding anniversary, start of a decade — 20th, 30th or 40th birthday.

Note that getting in shape might also involve a different aspirational behaviour such as going to the gym twice every week. You have to design a different offer for users having that aspiration and choose a temporal landmark accordingly.

Start by sending out communication couple of days before the landmark. Goals that require consistent effort need multiple nudges. Also, highlight the new you in your messaging. “Be the best version of yourself you always aspired to be.”

In the case of behaviour that requires just one single action such as donating to charity, getting a vaccine etc., one fresh start advert/email/notification may be sufficient to motivate behaviour change.

Try reminding users of their contribution the previous year, thereby using that value as an anchor. This would work upon their desire remain consistent with their previous decision, and need to feel superior to their past self. “You donated Rs. 1000 a year ago. Your contribution resulted in X. Have an even bigger impact today by donating Rs. 15000 for Y”.

The important thing here is to really know which occasions are most meaningful to your audience. Understanding your personas is key here.