Be specific with your ask

In a previous post, I said “state the ask in all communication” and now I have a rich example – the video below – of the lost opportunity when “the ask” (call to action) is ambiguous rather than specific. It’s a powerful video with stunning images but I wish the ending maximized the opportunity the film creates. The filmmakers do a great job of starting their message: they pose a burning question within the first 30 seconds and then develop a compelling answer. Watch the video and then see if you agree with my observations, outlined below.

For me, the burning question of this video is inferred by the beautiful inhale/exhale opening sequence: How do we describe the great Mother Earth? (First of all, she breathes!) The quick answer appears on title slides interspersed among gorgeous images of nature: She’s alive; she’s home. She is complex; she is beautiful; she’s finite. But then, shortly after two minutes in, we begin to see images of the damage caused by mankind and a title slide announces: She’s hurting. So powerful!

With perfect timing (and a pounding soundtrack), comes the set up for the call to action: She’s our mother. She can be saved. She’s worth defending. Worth dying for. In my opinion, this is where the film lost me – right at the height of the emotion it created – because it didn’t invite me to be part of the solution. Instead, it went on to show photos of people who were murdered as a result of their commitment to protecting the land. Of course, I care that these people died for such noble pursuits but emotionally I was ready to commit to action: just tell me what I can do to help Mother Earth and be specific! (Give me the ask!)  I would have responded to slides such as “Reduce, re-use, recycle WITHOUT FAIL,” and “STAND UP to government: CALL OUT polluters.” If there had been a final slide pointing to a website, I would have gone there immediately.

Two issues result when we hear a powerful message but are not directed what to do about it.

• We, as receivers of the communication, feel a bit impotent. We have no way to act on the emotions we were made to feel.
• The creator of the communication wasted an opportunity to spur action and advance their cause.

Conclusion

If you’re creating action-oriented communication, it’s essential to connect the dots in a straight line – from the burning question at the front, to the ask (or call to action) at the end. Your audience trusts you to take them on a journey, from problem to solution. Maximize the opportunity in this!

The film was put together by Vivek Chauhan, a young film maker, together with naturalists working with the Sanctuary Asia Network.