Motivational interviewing (MI) is a therapy technique that involves empathy and listening to help people find internal motivation to make decisions that they already want and know they want. Today’s episode focuses on a Canadian study that analyzed whether MI could improve vaccine coverage of infants. Researchers found that MI was effective in increasing vaccine intention by 15%. Additionally, infants whose mothers had participated in the MI session had 8% higher chance of having vaccine coverage than those in the control group. Listen in to find out what these results mean for us as copywriters and how you can incorporate MI into your copy.   What To Look For In This Episode: What is motivational interviewing? How to incorporate the OARS approach (open questions, affirmations, reflective listening, summarizing) in your copy. How to understand your clients and their existing desires.   Journal Article: A postpartum vaccination promotion intervention using motivational interviewing techniques improves short-term vaccine coverage: PromoVac study. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6022497/pdf/12889_2018_Article_5724.pdf   Gagneur, A., Lemaître, T., Gosselin, V., Farrands, A., Carrier, N., Petit, G., Valiquette, L., & De Wals, P. (2018). A postpartum vaccination promotion intervention using motivational interviewing techniques improves short-term vaccine coverage: PromoVac study. BMC public health, 18(1), 811. https://doi.org/10.1186/s12889-018-5724-y   Resources: Download the Inception series Resources (FREE) – geoffkullman.com/inception   Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions   Connect with Geoff:   Instagram: instagram.com/geoffkullman Twitter: twitter.com/geoffkullman Inquiries: geoffkullman.com    Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!