Today’s title comes from a 1967 soul song by Brenton Wood.

The sign above has so many problems that the smart thing would be to scrap it and start over. I think that the basic message is that you can use the ball field only at certain hours, when the Department of Recreation is not using it, and that you need a permit. But that’s just a guess.

I’m pretty sure that the basic message is not “PLEASE BE ADVISED.”

Headlines are supposed to summarize the message. Alternatively, online headlines try to get you to click, so they might be intriguing rather than informative.

Either way, smart communicators recognize that headlines, subject lines, document titles, and all similar labels need to be short, strong statements of content.

Unfortunately, many government entities, along with some nonprofits and pretty much all people who post impromptu signs in workplace restrooms or kitchens, seem to prefer to waste this space on some version of “This Message Is Important.”

Here’s another sign, from the same park.

This sign is considerably more pointed. On the plus side, the headline does convey an emotional appeal, though it’s a negative one. Consider how much more effective this little sign could be if it said:

No littering
No loud radios
No poop
It’s the law!
Avoid a fine.

I’d save the curfew information for a different sign, thinking that 3 prohibitions might be enough for one message.

If you put the most important message first, then people are more likely to read and attend to it.

Also, the basic message will still come across if a tree eats your sign.