There are simple solutions to testing
Ever wonder why a message or campaign just doesn't get the results from people you expect. Did you ask clients, readers, users for their input along the way? The most important aspect of the plain language process is testing the message with your readers or users. Yes, asking them what they think, feel, want.
However, both the process and resources—human, time and money—often mean organizations drop this stage. But, it delivers a brilliant return on your investment. Imagine if one concept, word or phrase was turning away clients, decreasing sales and taking up staff time answering the same questions over and over.
Here are five easy options for testing.
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1. Listen and learn
Listen carefully to the words your readers use when they describe your products or services. You will learn a lot about using 'their language' to gain understanding and really connect.
2. Everyone is a salesperson: let them sell
Get clients to explain o another person (even yourself), in their own words, what you offer. You can pick up some great clues as to how well your message matches your client's interpretation. And, you get an inside look at how people talk about you.
3. Use the simple Plus or Minus Checklist
Give a group of testers a section of your marketing materials, web content or product description. Then ask them to simply read through it and put a plus sign (+) beside info they like and understand and a minus sign (–) if they don't understand, like or get it. Now you know where to focus.
4. Get website users to perform a task
Watch how people get from the home page to the task page. How long it takes them? Which problems did they encounter? You will get great insights into how they navigate, what's important to them, and if your content and design are delivering the results you want and they need.
5. Start by asking clients what they really want
If you haven't done a client survey, focus group, or product test recently, now is the time to simply ask some key questions. What do you want from us? What are we doing that you like? What could we do better?
Your clients hold the key to your success. You ignore them at your peril. And, if you really want to create clear or plain language materials to connect with clients, you need to involve them along the way.
Here are some helpful sites
ProsWrite—A simple way to test your reader's response
UserResearch.gov.uk—Tips for testing your words
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