17 Oct Know Your Audience, Speak Their Language

So it took me awhile to take in everything that I learned at the first SXSW’s Eco Conference held October 4-6, 2011.  After taking a look at my notes from each session, the one common reoccurring theme that most speakers expressed was, “Know Your Audience, Speak Their Language.”  The consensus was that the affect of only speaking “save the planet” or “doom and gloom” isn’t working.  It turns people off.  How do we get to know our audience and thus speak their language?  There were many great examples on how to accomplish this.  However, two specific examples stood out at me: Wal-Mart and Comedy Central.  Why? Because their target audience is our target audience: Mainstream America.

Wal-Mart reaches their audience by talking to them about what they care about—cost. They know what their audience is thinking…what is this going to cost me? Yes, they keep it simple. They realize that economic times are hard for most people today and in most cases they feel like they can’t afford to be “green.”  Wal-Mart understands that.  Wal-Mart’s approach is again simple but effective.  Effective how?  When Wal-Mart says, “We’re offering this great concentrate laundry detergent at a competitive price, AND, by the way—you’re being eco-friendly too by using this product!”  I can understand why that works.  Who doesn’t like to get more for their money and also have a part in preserving our water resources and reducing plastic packaging?   Their bottom line (money) didn’t feel affected but they did—they felt good about “doing their part.”

What’s Comedy Central’s approach?  Well, again they know their audience.  They feel the best approach in grabbing their audience’s attention is through “green educational” comic relief versus serious talk…hence their network’s name Comedy Central.  Even if Comedy Central reaches people with lighthearted comedy about a big, serious subject/and or situation, the point is that they reach them.  

So how can you know your audience and speak their language?  Find that common ground.  You know your family, friends, and co-workers’ interest and concerns. Draw on that.  Keep your approach simple. 

For example, there is Meatless Monday http://www.meatlessmonday.com/about/.  They are a great non-profit organization that provides information and recipes for environmentally friendly meat-free alternatives. Share those recipes with friends and family.  You can be a good influence…invite them over for dinner and surprise them on how delicious a meatless meal can be!  You don’t have to make a huge deal about it and turn it into an educational dinner.  Again, just being a good influence can go a long way.   What about your family and friends that love technology?  More precisely those who love apps for their Smartphones.  Pass along the Green Map App: http://www.greenmap.org/greenhouse/en/node/7844.  A great guide to farmers markets, green buildings, gardens and heritage sites that help everyone make greener, healthier, low-impact choices.  Or when it’s your turn to decide where everyone is meeting up for dinner, take advantage of the Eat Well Guide’s website http://www.eatwellguide.org/i.php?id=About.  Their Guide contains thousands of listings of restaurants, farmers' markets, etc. Then share with everyone how you discovered that place!  Show them how it’s possible to implement these small resources that can have a big impact into your life seamlessly.

Someone commented in one of the sessions that there should be a Rosetta Stone guide in helping us reach people more effectively.  However, it doesn’t have to be that complicated.  Really, it’s about reaching and educating people enough to have them make some changes.  They don’t have to get the “whole picture.”  But seeing some of the picture is better than not seeing anything at all. Consider Meatless Monday.  Their goal is to help reduce meat consumption by 15%, not end it.  They make their campaign approachable.  People don’t get turned off with that. They see it as a simple adjustment they can make while not feeling as if they have to make a total lifestyle change.  It keeps us moving in the right direction…all of us doing something to take care of our ecosystem and resources.