Rattlesnake Lessons
This is one of my favorite pieces of communication. A simple sign in Pecos National Historical Park in Pecos, New Mexico, southeast of Santa Fe. The sign appears about five or six times along a mile-long, paved trail that leads to prehistoric archeological ruins and the Pecos Pueblo that more than 50,000 people visit each year.
“You May Encounter Rattlesnakes. Avoid and Report"
Normally, this New Yorker would have run for the skyscrapers! Instead, I snapped this photo. I wasn’t concerned. The first time I saw a rattlesnake—in the wild, so to speak—was at a friend’s NM home. It was basking in the sun just outside the back door. A long-time New Mexican told me not to worry. “Relax,” he said. “If you don’t bother them, they won’t bother you,” and he slowly coaxed the yellow and black serpent into the brush away from the house. What happened next, well…
My point? This simple sign incorporates every element of perfect communication. It embodies what I call the “Five Cs”.....Let me explain.
The first C is Content. This is an incredibly important message, yet it is so simple—just seven words, and it is so easily understood.
The second is Consumer. The Park Rangers who were likely consulted in its development clearly understood that families with children would be visiting the Park, and they wanted that to continue. What if the sign read: “Beware of Rattlesnakes! Would visitor-ship be impacted? Would some families skip it?
Another important C is Context. The sign appropriately casts potential danger—similar to the way drug companies list side effects. To me, the message conveys the possibility that rattlers may be present, but it doesn’t overstate it. And, that's important.
The fourth C is Channel. The sign is perfectly placed along the mile-long trail where consumers will see it. Moreover, it’s repeated five times. The fifth, and last C is perhaps the most important—Conversation. With an astute economy of words—one word, in fact—the sign encourages dialogue.
There you have it—the “Five Cs” of effective communication: Content. Consumer. Context. Channel. Conversation. And, that rattlesnake sign along the historic Pecos trail in New Mexico takes into account every single one of them! Businesses, brands and leaders would be wise to do the same.