If you want to get someone to turn up to your meeting, should you focus on details or benefits in your invitation?
It depends on how soon the meeting is.
Construal Level Theory (CLT) suggests that the farther away an event is, the more abstractly people think about it; the closer it is, the more concretely.
That means:
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If your meeting is in the next day or so, emphasise concrete details like when, where, and how.
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If it’s down the track, focus on the bigger picture, instead. Help them imagine the benefits of having it in their diary by focusing on why it’s a good use of their time.
But this isn’t just for meetings. CLT shapes reminders, pitches, and persuasive messages.
By matching your message to the time horizon, you increase the chances of being on your audience’s wavelength and resonating as a result.
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