It’s not as easy as “if they only knew”

Katya Anderson, author of Robin Hood Marketing, has a great post about the myth that information promotes action. She calls this “THE MOST COMMON communications mistake in our sector.”

Wow, it’s even worth all caps!

What’s the mistake?

Saying this deadly phrase to yourself: “If people only knew (fill in the blank with something about your issue), then they would (fill in the blank with what you want people to do).”

Don’t say this to yourself, because it isn’t true.

It is tempting to assume that if people have information, they will act on it. But sadly, information alone does not prompt action.

As organizers, we need to do more than educate people, we need to persuade them.

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