How to educate your customers effectively without causing confusion or turning them off
Part 4: Make it Fun!
As people become more aware of the problems facing the environment, they begin to feel guilty. They often react by going into denial or shutting out the bad news. This can easily result in their shutting you out as well. Overcome this problem by making your presentation interesting and fun.
Annie Leonard’s eco-educational films are a great example. Using storytelling, engaging animation and generous doses of humor and hope, she manages to address very serious environmental problems in an engaging, entertaining and informative way. (By the way, Leonard’s Story of Stuff and other works are also a great example of messaging that creates a buzz and spreads virally like wildfire.)
Try integrating stories, contests, events, jokes, food and the arts into your Green marketing. Involve your customers. Ask them to invite a friend. Don’t be afraid to do the outrageous, if it’s consistent with your personality. And by all means have fun yourself! People who are having fun are invariably attractive to others. You’ve doubtless noticed this fact at social gatherings, right? The same is true in business!