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Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications
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Josiah Fisk - The message and the meta-message: How to assess and control the "body language" of your communications

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Presented by Josiah Fisk on September 27, 2013 at the fourth annual Center for Health Literacy Conference: Plain Talk in Complex Times.

Presented by Josiah Fisk on September 27, 2013 at the fourth annual Center for Health Literacy Conference: Plain Talk in Complex Times.

Published in: Education, Business, Technology
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  • 1. The Message and the Meta-Message How to Assess and Control the “Body Language” of Your Communications Plain Talk in Complex Times, Arlington VA September 26, 2013 Josiah Fisk President, More Carrot LLC Boston
  • 2. Sounds Great, But What Exactly Are We Talking About?
  • 3. EXAMPLE Message with Conflicting Meta-Message from Actions
  • 4. The Message
  • 5. Please stay on the line.
  • 6. Your call is very important to us.
  • 7. Your call is very important to us.
  • 8. Your call is very important to us.
  • 9. Your call is very important to us.
  • 10. Your call is very important to us.
  • 11. Your call is very important to us.un
  • 12. Your call
  • 13. Your call Your questions
  • 14. Your call Your questions Your problems
  • 15. Your call Your questions Your problems Your time
  • 16. Your call Your questions Your problems Your time You
  • 17. Your call Your questions Your problems Your time You All totally unimportant to us.
  • 18. Your call Your questions Your problems Your time You All totally unimportant to us. Now what was it you were calling about?
  • 19. The Meta-Message Your call Your questions Your problems Your time You All totally unimportant to us. Now what was it you were calling about?
  • 20. EXAMPLE Message with Conflicting Meta-Message from Environment
  • 21. EXAMPLE Message with Strong Meta-Message Shift over Time
  • 22. EXAMPLE Message with its Own Conflicting Meta-Message
  • 23. Message and meta-message aligned.
  • 24. Message and meta-message misaligned.
  • 25. Meta-message turning message on its head.
  • 26. Result: message not just neutralized, it backfires.
  • 27. Actually worse than no message at all.
  • 28. Actually worse than no message at all.
  • 29. META-MAXIM #1 The meta-message is context’s commentary on the message.
  • 30. META-MAXIM #2 The message is completely at the mercy of the meta-message.
  • 31. META-MAXIM #3 A communication that has meta-message problems can be worse than no communication at all.
  • 32. Message Sent vs. Message Received
  • 33. EXAMPLE Self-Introduction with Desired Message Articulated
  • 34. Hello. I am a nice guy. You will like me!
  • 35. Who is this nutjob and how can I get rid of him? Hello. I am a nice guy. You will like me!
  • 36. EXAMPLE Self-Introduction with Desired Message as a Reaction Goal
  • 37. Hello. I really liked your presentation!
  • 38. Hello. I really liked your presentation! Hey, he seems like a really nice guy!
  • 39. META-MAXIM #4 To get the meta-message right, sometimes you have to change the message.
  • 40. Learning From The Masters
  • 41. Recognize this guy?
  • 42. How about this guy?
  • 43. The Marlboro Man
  • 44. The Marlboro Man 1957
  • 45. 1965
  • 46. Brand name
  • 47. Brand name Headline
  • 48. Brand name Headline Feature list
  • 49. Brand name Headline Feature list Product in use
  • 50. Brand name Headline Feature list Product in use Packaging
  • 51. Brand name Headline Feature list Product in use Packaging Body copy
  • 52. Brand name Headline Feature list Product in use Packaging Body copy Brand imagery
  • 53. Product in use
  • 54. Headline (2-part, includes brand name) Product in use
  • 55. Headline (2-part, includes brand name) Product in use Packaging
  • 56. Headline (2-part, includes brand name) Product in use Packaging Body copy (shorter)
  • 57. Headline (2-part, includes brand name) Product in use Packaging Body copy (shorter) Brand imagery (bigger, in color)
  • 58. Brand imagery
  • 59. Packaging (only mention of brand name) Brand imagery
  • 60. Headline (shorter) Packaging (only mention of brand name) Brand imagery
  • 61. Headline (shorter) Product in use Packaging (only mention of brand name) Brand imagery
  • 62. Package and brand name barely visible
  • 63. Brand name big, no headline; surgeon general’s warning added
  • 64. Brand name tilted and partly obscured.
  • 65. Image, brand name, product in use.
  • 66. Image, brand name.
  • 67. No headline, no features, no body copy.
  • 68. No headline, no features, no body copy. No packaging, no product in use.
  • 69. And yet no lack of communication.
  • 70. Ankara
  • 71. % of 2nd - 5th graders who recognize Marlboro brand: Ankara
  • 72. % of 2nd - 5th graders who recognize Marlboro brand: 92% Ankara
  • 73. % of 2nd - 5th graders who recognize Marlboro brand: 92% Ankara Source: Tobacco Control, 1998
  • 74. Q: How well has this worked?
  • 75. A: We’ll never know for sure.
  • 76. ...but we can do some message analysis.
  • 77. • Sterile
  • 78. • Sterile • All text
  • 79. • Sterile • All text • Logic-based
  • 80. • Sterile • All text • Logic-based • Clunky
  • 81. • Sterile • All text • Logic-based • Clunky • Human
  • 82. • Sterile • All text • Logic-based • Clunky • Human • Visually rich
  • 83. • Sterile • All text • Logic-based • Clunky • Human • Visually rich • Emotion-based
  • 84. • Sterile • All text • Logic-based • Clunky • Human • Visually rich • Emotion-based • Alluring
  • 85. Yeah whatever.
  • 86. Factual Reality
  • 87. Life Factual Reality
  • 88. Factual Reality Life Death
  • 89. Emotional Reality
  • 90. Death Emotional Reality
  • 91. Death Life Emotional Reality
  • 92. Stealing From The Masters
  • 93. Meta-messaging that hijacks rational thought processes.
  • 94. Messaging that hijacks Marlboro’s meta-messaging.
  • 95. Created by an ad agency.
  • 96. Created by an ad agency. Created by an ad agency.
  • 97. Created by an ad agency. Created by an ad agency. Created by a bureaucracy.
  • 98. META-MAXIM #5 When you’re up against the manipulative power of emotions, manipulate back.
  • 99. META-MAXIM #5 When you’re up against the manipulative power of emotions, manipulate back.* *WARNING: Do not try this at home.
  • 100. Fixing the Meta-Message
  • 101. EXAMPLE Consumer Disclosure (TSA)
  • 102. Boarding Pass Kiosk — TSA Screen
  • 103. “Redress Number”
  • 104. “Redress Number” “privacy impact assessment”
  • 105. “Redress Number” “privacy impact assessment” “published system of records notice”
  • 106. I sure hope I don’t miss my plane!
  • 107. . . . 49 U.S.C. section 114 and 49 C.F.R. parts 1540 and 1560 . . . I sure hope I don’t miss my plane!
  • 108. “TSA requires you”
  • 109. “TSA requires you” “under the authority of ”
  • 110. “TSA requires you” “under the authority of ” “Not providing the information will discontinue your check-in.”
  • 111. The meta-messages.
  • 112. We’re totally absorbed in our own reality. The meta-messages.
  • 113. We’re totally absorbed in our own reality. We don’t care if you understand or not. The meta-messages.
  • 114. We’re totally absorbed in our own reality. We don’t care if you understand or not. You’re probably a terrorist anyway. The meta-messages.
  • 115. The most important meta-message.
  • 116. We hold the power here. The most important meta-message.
  • 117. Original Screen
  • 118. Simplified Screen
  • 119. Simplified Screen* *Hypothetical
  • 120. To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender. Questions? Go to tsa.gov. OK Cancel Check-In
  • 121. Asking for your help To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender. Questions? Go to tsa.gov. OK Cancel Check-In
  • 122. Goal we all support (and citation is credible) To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender. Questions? Go to tsa.gov. OK Cancel Check-In
  • 123. Hey, it’s not our idea To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender. Questions? Go to tsa.gov. OK Cancel Check-In
  • 124. To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender. Questions? Go to tsa.gov. OK Cancel Check-In No big deal
  • 125. To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender. Questions? Go to tsa.gov. OK Cancel Check-In Same choices, non-threatening presentation
  • 126. To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender. Questions? Go to tsa.gov. OK Cancel Check-In Helpful tone (vs. “if you don’t believe us” tone)
  • 127. To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender. Questions? Go to tsa.gov. OK Cancel Check-In Design gives visual prominence to key elements, for speed
  • 128. To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender. Questions? Go to tsa.gov. OK Cancel Check-In Design gives visual prominence to key elements, for speed
  • 129. The new meta-messages.
  • 130. We know you’re in a hurry so we’ll be brief. The meta-messages.
  • 131. We know you’re in a hurry so we’ll be brief. Yes, you have to. But security benefits us all. The meta-messages.
  • 132. We know you’re in a hurry so we’ll be brief. Yes, you have to. But security benefits us all. . . . unless you’re a terrorist, which we assume you’re not. The meta-messages.
  • 133. The most important meta-message.
  • 134. We recognize your concerns. The most important meta-message.
  • 135. META-MAXIM #6 Nobody EVER likes to be reminded that you have more power than they do.
  • 136. EXAMPLE Icon-Style Highway Sign
  • 137. MESSAGE: Picnic area with trees, turn right.
  • 138. MESSAGE: Picnic area with trees, turn right. META-MESSAGE: Now doesn’t that look lovely and fun!
  • 139. OTHER META-MESSAGES: Maybe you’d like a little break from driving.
  • 140. OTHER META-MESSAGES: Wholesome place to bring the family.
  • 141. OTHER META-MESSAGES: See, we haven’t completely wasted your tax dollars.
  • 142. META-MESSAGES UNCLEAR: Bent trees?
  • 143. META-MESSAGES UNCLEAR: High wind area?
  • 144. META-MESSAGES UNCLEAR: We don’t know how to draw a tree?
  • 145. META-MESSAGES UNCLEAR: Beware of falling trees — enjoy your picnic?
  • 146. Positive/unambiguous meta-messages.
  • 147. Negative/unclear meta-messages.
  • 148. Actual sign
  • 149. META-MAXIM #7 It’s very easy to miss the flaws in your communications. Unfortunately, you’ll be the only one who does.
  • 150. Live Discussion of Examples
  • 151. EXAMPLE Customer Promotion Letter
  • 152. How special is this supposed to make me feel?
  • 153. EXAMPLE Coverage Update Letter from Health Insurance Provider
  • 154. “Quickest and easiest way” for whom? (requires typing 43-character url)
  • 155. EXAMPLE Pharmacy Benefits Change Mailer from Health Insurance Provider
  • 156. Why are you trying to sell me when you’ve already told me you’re forcing me to buy?
  • 157. META-MAXIM #8 Overdoing the meta-message isn’t as bad as underdoing it. It’s worse.
  • 158. Thank you!
  • 159. Questions?
  • 160. less stick

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