Know your target audience..

So I live in the midwest. Its cold this time of year. We have snow and ice and sub zero temps on occasion. Its just common sense that you dress for the weather. That you take your time driving and even walking.. for safety. Speed + Ice = bad news, be it on foot or in your car.

As I am headed out of work yesterday, I noticed someone had put up signs on all the doors leading out. They said something to the effect of "Inclement weather conditions has caused the threshold to be slippery, please take caution."

No those of you that read this blog probably see no reason to take issue with this sign. That is because you are at least semi-literate. At least when you aren't drinking. Here's the problem. There are close to 2000 employees where I work, not even taking customers into consideration. Now, as with any job, you have those that are educated and are in positions that need that education level to handle. You also have those that aren't quite up to that level. People that didn't graduate high school. I'm not being mean here.. its a statement of fact. With as many employees and customers as we have here, there is a fairly significant number of them. They aren't 'dumb' per se, but they have their limitations.

Back to the signs. Like I said, if you live in the midwest, you know that you have to be careful and ready for the weather and the conditions it brings. I know for example that a day like we have had for the last 3-4 days breed ice. It warms up just enough that if you throw some sun in there it melts the top layer of snow. This water then covers the clear spots on the ground, sidewalks, roadways.. and then as evening approaches it cools down and the sun goes away and that moisture turns to ice. I personally don't need a sign on the door warning me, I expect to watch for ice. I am prepared. I am aware.

The people who don't understand the ice causing conditions, or in general just aren't quite on the level where that common sense alerts them to be careful this time of year are the people you need to warn. Just like you remind a child who gets excited and wants to go running down the icy driveway to greet a friend, they need a reminder to watch for ice. The problem is, you have made the signs with language over their heads. What the signs all should have said in huge letters is:

WATCH OUT!
ICE BAD!
NO SLIPPY!

Simple, to the point, and on a level that the intended targets can read, comprehend and adhere to quickly before they step out into the danger zone. It's the same audience that warning labels for Husqvarna chainsaws are designed for:

"Do not attempt to stop chainsaw with your hands or genitals."

There are people that need these warnings. But they have to be in simple terms they can understand. They have to be consise. Let's be honest. These people have short attention spans and generally don't like to read. How else could reality TV have become so popular?

I say skip those warnings. If you need to be told to be ready for ice in the winter or to not eat your ipod shuffle...



... well then maybe it's what we like to refer to as natural selection. It's survival of the fittest. Look at nature. If you have a stupid gazelle that jumps off the cliff because no one warned him that he can neither fly nor survive a 200 foot drop, well then that gazelle has been removed from the gene pool. He can no longer endanger himself or others and hopefully this happens before they manage to pass on the stupid gene.

You have heard the phrase before.. the gene pool could use a little chlorine. There is some truth to that. Instead, we give the stupid people lots of money. If you put a steaming hot cup of coffee in between your legs, squeeze the lid off while driving and scald yourself...most people would realize they were taking a risk and got burned for being stupid. Stupid people however assume its someone elses fault for there not being a warning label telling them NOT to do what they just did. So they sue .. and a jury of their peers (which must be stupid people as well) gives them millions of dollars and the cycle continues.

There lots of stupid warning labels.. check out some more HERE.

To recap. If its winter time, always remember:

ICY. BAD. NO SLIPPY!