There are simple solutions to testingEver 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. Find out more about the Academy's 1. Listen and learnListen 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 sellGet 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 ChecklistGive 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 taskWatch 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 wantIf 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
0 Comments
By Cheryl Stephens
Plain language projects, like any others, can be enhanced by clear documentation. Plain Language Academy program advisor and facilitator Cheryl Stephens shares four ways to track your project progress, for current and future needs. Thanks Cheryl. For a freelance writer-editor, many jobs are short-run, although there may be repeat assignments with the same client. Early in your career, one tends to think of some jobs as quick and easy to do, so the engagement is not fully documented. In situations when you are working with a team member, you may not view it as your job because there is someone else who is supposed to do it. Just remember, it is your career and your reputation at stake. Create a case study After a two-year project, I was asked to write an article about the project. It was then I wished I had made notes along the way and treated the writing project like a case study. In another instance, deemed an emergency by the client, I finished a short, written piece in one day. Later, there were many occasions when I wanted to use this piece as an example, but could not recall the details. Use checklists Many of us use checklists to make sure we cover off all the standard issues—in a written piece or an entire project. Checklists are good, but even better if you annotate them with some detail. Write Interim report or memo to file For project needs, an interim report is sent to the client or team, to bring everyone up to date on the status of the work-in-progress. A memo to file is used, but not circulated, to record some difficulty or reason to change the project's direction. Sometimes the memo to file is not kept in the project file, but in your own folder. A CMA (cover my ass) folder keeps information available, if you should ever need to CMA. Track with originating documents Of course you should always have a contract that sets out the expectations for each person involved, but sometimes an editing or writing project is started less formally. Then, the first memo should set out those parameters and it should be sent to the client. You can refer to it when things start to go sideways. Sometimes, veering sideways is unavoidable due to external developments, and you should record those changes and new decisions in a memo to file. Learn more in Academy courses You can get the full complement of skills needed for plain language project management by taking our six-course Foundation Program, or selecting Course 6: Plain Language Project, or its options (adding on coaching and consulting services). Registration is open. Visit Calendar for start dates. ![]() 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 protected]. 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. |
Let's stay connected.Subscribe to our blog for Plain Language Academy news, tips and updates. Categories
All
Archives
September 2024
|