Words don’t have to be this blatantly offensive to cause offense. Watching what you say isn’t as easy — or even as all-fire important

By Scott Swedenburg

For example, Selner recently developed an acquisition test for a conservation/recreation group. But rather than opening with the typical bad news about threats to the environment and the lack of open spaces for public use, she went in an unexpected, more upbeat direction.

She compared the group’s conservation mission with the satisfaction of taking home a special treasure from a yard sale or antique shop. The first page was filled with copy such as, “I think you’re the kind of person who hates to see something useful go to waste” and, “If you’ve ever spent less than $20 on a flea market find, then you already know the feeling.” Her test package, by the way, is now a very strong control.