Peers share top strategies for selling benefits
Despite the many successes I have experienced and positive stories from my colleagues, we are still challenged by those who don't understand the benefits of plain language. After many years in the field, sketicism is still a topic peers want to talk about and seek a solution to. A recent PlainLanguageAcademy.com Google Hangout focused on how to successfully sell plain language services to skeptics. Hosted by Cathy McPhalen, thINK Editing Inc., Edmonton, the group of peers shared their experiences and expertise on ways to convert clients to this new (to some) way of connecting with audiences, by simply being clear. The discussion was lively as options were explored.
"What is plain language?" "Isn't that dumbing it down?" "I don't want to lose my professional voice. That's what I'm paid for." "We've always done it this way. If it's not broke, don't fix it." Whether you are new to plain language or have been providing clear writing, editing, design and training services for some time, these protests may sound familiar. So, as a profession, what can we do to persuade skeptics clear communication is worth the investment? Here we share three proven approaches highlighted during the Hangout.
1. Educate your clients
It has never been more apparent that lack of education, or understanding, can lead to sad social, political, organizational and cultural situations. Integrating a training or orientation session into your plain language proposal or project is important to get organizational support. You may have to do it to get a project started. Integrate it and get help from a plain language trainer if you need one. But, expect positive results.
2. Health check on current practices
We are all somewhat resistant to change. It takes time, resources and commitment. Your client, internal or external, may say making all these changes will meet resistance and cost money. Here is a great way to turn this around.
Get permission to ask some questions to help you understand their situation. Here's what our NZ colleagues at ReWrite–How to overcome daily sabotage of your brand and profit have to say about discovering what is really going on. Find out how long it takes to produce an email, a brochure, web updates or reports. How many people are involved? How many versions? Now, do a calculation: time it took x salaries = cost. Scary? Plain language can be the solution. The upfront investment in training can generate savings at many levels for the long run.
3. Words that work
We are plain language professionals all helping our clients use words more effectively. Are we doing our best? What words could we use to better explain—and sell—the benefits of plain language? Do you find yourself using negative terms like 'problems', 'challenges', 'issues'? The Hangout peers put their heads together to come up with words that positively promote plain language. What do you think?
For every problem there is a solution. And, the best way to find it is with the power of peers. If you have ideas or stories on success in persuading skeptics, please post a comment or share on social media using #plainlanguage or #plainlanguageacademy.
If you want to join or lead future PlainLanguageAcademy.com Hangouts, send your contact details and ideas to Kate at email@example.com.
Check out Academy Course 1: Plain Language Basics, designed to increase your understanding of plain language. It can help increase your options for persuading others. The course is open to registration throughout the year.
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