Value of copy

Copy as in the written text. Often organizations do not realize how important a properly worded message can be. If the communications department does a muck-up of the job, then the intended audience misinterprets the messaging.

At work, we were discussing the entire content cleaning and re-wording of our marketing communications. Anyone who has been to our flagship portal would realize that the learning curve required to understand the concept and use the product is quite steep. During this discussion, we learnt the Study Technology that Scientology proposes. I thought that I might share this with you.

Scientology states that there are 3 barriers which stop an individual from studying a particular topic –

  1. Misunderstood Word – If an ambiguous or a complex word is used in the message, then that is a deterrent to the individual. Jargon comes in this space. Look at the text you have written from your audience’s perspective, if there are any words which could be misinterpreted, then replace them with simpler words.
  2. Steep Gradient – If the student is expected to perform new actions, without getting enough time to learn from his previous actions, then this results in confusion. You can see this problem with most failed games, the tutorials are too small or are too confusing. Give them space to assimilate new actions, try to setup a practice play of the new actions. Games like World of Warcraft excel at these things.
  3. Lack of Mass – Attempting to teach something without anything concrete is difficult. Imagine trying to teach an abstract concept to a student without any solid examples.

For mainstream adoption, if these things are not done, then the level of  energy and commitment required for an individual to take up your content would be too high. It might attract like minded people such as yourself, but it certainly wont attract the masses.

Looking back, when I apply these to our own tour to the site, I realize that there are still colossal huge gaps to be filled.

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