Don’t write to the hippies.


Most writers and marketers understand the concept of aiming your message to a specific person. Imagining someone real, whom you might have an actual conversation with, makes your persuasive techniques more relevant and convincing. But when you are writing a persuasive piece about nature… just who are you writing to?

Find the happy people


It’s a major misconception that happy people aren’t serious enough about serious issues. But beware, writing off happy people as ditsy or shallow is at your environmental organizations peril.