Persuasive Technology Lab captology.stanford.edu Guideline #9 no sidetracks • Use restraint with any promotional content (e.g., ads, offers). If possible, avoid having ads on your site. If you must have ads, clearly distinguish the sponsored content from your own. Avoid pop-up ads; people hate them, and your site will lose credibility because you’re distracting users from their task. As for writing style, try to be clear, direct, and sincere. Avoid a promotional tone. Research support – chi00, chi01a, chi01b, ptl02, cww02, unp #28 Prepared for Luke Wroblewski ©2003, BJ Fogg. Commercial use not allowed.