Make it easy

With businesses pumping out so much information in press releases, newsletters, blogs and tweets, how much of it is clear?

Clarity is important when readers have so much to read. If they can’t understand something, it needs to be very important for them to take the time to re-read it or contact you for clarification. Most likely they won’t bother and will move on to the next item, possibly from a competitor. If that is easy to read and understand, you’ll have lost out.

When you’re close to your business, you understand the complexities: how everything fits together. It won’t be so clear to someone who doesn’t know your business. Often, people give up if they find something confusing.

Sometimes it isn’t necessary for customers to know about complex issues which are important to the internal processes of your business. If that’s the case, don’t mention them or you’ll add unnecessary complexity.

Where you do have to mention complexity, such as different brands or subsidiaries dealing with different products or services, make sure that these are explained clearly. If not, customers won’t know who to contact about what and they could feel it is easier to go to a competitor.

Why am I writing this? Because I am trying to write about a company which appears to have a similar sister company offering a similar product and I have had to ask them to clarify the set-up. Not everyone would bother to ask.

It’s not what you want to hear

I started my career at British Airways in the days when it was the ‘world’s favourite airline’. I loved working there and loved talking about how great it was. How I must have bored people!

If we’re not careful, it can be the same with business. We love what we’re doing and want to tell people about it, but other people don’t always want to hear. Perhaps they have different interests and needs.

That’s why, when producing promotional material, it’s best to consider what customers find exciting rather than what interests us. Something which appears mundane to us, such as a way of reducing costs, could excite our customers considerably and that’s what we should focus on.

We can only find out what our customers are interested in by building relationships and developing conversations. We can do this through activities such as web site forums, printed and online newsletters, questionnaires, surveys and, of course, speaking directly on the phone or face-to-face.

Perhaps our interests are the same as our customers, perhaps not, but we have to find out. Once we know, we can tailor our communications to meet what they want.

After yesterday’s blog, have you started or reviewed  your communications plan?

z2zine next week: Finding your voice

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Managing long documents effectively

When commissioned to proofread magazines, newsletters, reports, manuals and web sites before they are sent to print or published on the internet, often we find major inconsistencies throughout the document, which require considerable rewriting or editing. Sometimes there isn’t enough time to do this and the document is produced with only the worst errors and typos corrected.

Anyone producing a long document can avoid this by assuming the role of editor and managing production from start to finish. By using style guides for both the visual and written content, you can ensure consistency through contributions from many writers, illustrators and designers. 

And because you’re monitoring progress all the time, you won’t be faced by the need to make impossible changes just before going to print or publication. 

It’ll save you time, money and hassle, and also result in a better publication.

Download our free prompt sheet on managing long documents effectively or if you want someone to edit your long document for you, call us on 0845 200 7830 or email us.

email: hello@z2z.com
Telephone: 0333 0444 354