You have heard the phrase "look before you leap." But what does it mean when it comes to environmental writing and communication?
First, a urban legend about what can happen if you do not look before you leap. Enjoy healthy sales of its Nova automobile in the U.S., it introduced Chevrolet to Latin America – where it bombed. As it turned out, "No va" – means "no go" in Spanish, and the name turned reach potential customers.
Environmental insiders make mistakes like this all the time, but you do not have to.
When the stakes are high, savvy communicators are pre-test their messages before they to commit. For example, screen advertising executives their latest TV commercial featuring a sample audience before spending millions to air it. Political campaigns and slogans Speech test lines with voters before the candidates they use on the stump. Trial lawyers their case before mock juries, before they head into the courtroom.
They use to avoid the pre-tests, mistakes – and to sharpen their message, so they get what they want.
In my practice, I help the nature protection and the fight Pollution organizations pre-test their fundraising letters, petitions, pamphlets, websites and related substances. I see some errors come again and again. So here is a brief list of our own "no va" is moments you care that should be:
Error # 1: "If they only knew." I hear this from my clients very much. "If they only knew they lived in a watershed," "If only they knew the gully went to the Bach knew." They produce materials that are long on scientific education and short on action messages. As expected, these materials produce little action.
Mistake # 2: Photography. Weak conservation groups use a lot of pretty pictures of nature. Pollution control organizations show a lot of pipes and oil stains. No problem, but when we test them before the news, volunteers often ask for photos that show what steps they can take.
Error # 3: public. Jargon scientists, engineers and lawyers tend to use professional jargon sends that message Your message is not for she thought. Pre-test your materials is a good way to words that you thought were plain English, but are not uncover.
Mistake # 4: Too depressing. Sure you have to convince people there is a problem before they will do something to solve it. But if you go far, you will demoralize your audience.
Error # 5: It is all up to you. Let's face it. Most of the things that ordinary citizens can do to protect nature or take control of pollution a pretty small difference – and they know it. But if we all do our part, it fits a little too big. So it is very important in your message a few words and pictures about the other people who do their part: donations, pick up after their dog, turning off their lights, the signing of this petition, etc.
Learn what the five errors are a good way to avoid them. And another way to avoid these errors is to follow some guidelines, as the Scripture Water Words That Work method. The 4-Step Method contains the results from many environmental message preliminary tests and opinion polls.
Finally, pre-test your environmental message is not just for those with deep pockets more. There are many new research on the market that you can use to catch errors and sharpen your message, just like big companies and candidates for high office to do. If you simply can not afford "no va" Pre-testing a "no brainer" is.
Eric Eckl runs Water Words That Work, LLC., an environmental communication company. The company has developed the Due Diligence Test Panel, a service that nature protection and pollution control organizations can use to pretest their environmental message materials prior to publication. Eric writes a popular water blog called Water Words That Work.
Brown Bag Lunch Ed Adler part 5
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