Provide transparent and understandable information
People in general know fairly little about their energy use. They also rarely know a lot about alternative solutions. Thus, the information that is most useful for you may not be the most useful for your target group. Providing huge amounts of information can be confusing.
On the other hand, because you are promoting certain solutions, your target group may also want to make sure that you are treating the alternatives fairly (and not just pushing an agenda). You need to find the right balance between (a) conveying a clear understandable message and (b) providing transparent, unbiased information.
- transparency is important even for those who know little about energy (they may be the most suspicious target groups)
- clarity is important even for those who know a lot about energy (they may still find it difficult to decide)
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