I snapped this pic at a JustUs cafe because I see it every time I go, open, with this message. This is the third and most creative attempt, yet with no success (it’s closed in the pic because I did it).
So, what’s the problem? Is this really a communication problem? Ok, yeah, it’s an ant problem, but could it be treated as a container problem? Clearly the messaging isn’t cutting it, but there’s probably a better container out there that closes tighter on its own weight, or is easier, or something organic that keeps ants away (probably not the easiest).
Maybe you don’t have an ants-in-your-sugar issue, but if you run business or website chances are you’re frequently asked one or more of the same question over and over. Maybe you even have a FAQ or help section, but people still ask. Time to figure out why, whether it’s a communication problem (don’t know about or understand your FAQ) or a site problem (something’s broken). At the end of the day, is there something you can do so that your customers don’t have to do anything? Sure the people are the one’s making a mistake, but it’s your obligation to ensure they can’t (or it’s really hard to) make mistakes.
Great post. Seth Godin had a great talk about this sort of thing. If there’s an operational problem, a sign isn’t going to fix it.
http://video.google.com/videoplay?docid=-4101280286098310645
Thanks Joel! Yeah, the gift card/rebate example is especially close to my heart. In fact, thanks for reminding me, I’ve got a good one I’ve been saving.
Okay, maybe the orange clhsaes with the red maple leaf, but at least you won’t get shot as you’re marching through the woods, eh?!I DO remember your treks through the wondrous frozen tundra. Hooray for midwest giggage! It was one of those trips that brought forth Handjob on a Church Bus from your cold-addled mind, wasn’t it? I’d say you’d better get back oot here pronto. The world needs more Handjobs.