Break it Up For Your Audience
Swine flu is everywhere and although it is no longer as life-threatening and panic-inducing as it used to be, it's still here.
You find people quarantining themselves just from standing in the same elevator as someone who had the sneezies.
Ah-Choo! and ten days at home.
How convenient.
So, like everyone else with kids, I read (I'm sure you did too) all about swine flu and the history of it all.
Every time the article throws me a medical jargon, I get migraine.
At the end the one-thousand-two-hundred worded article, I thought I had cancer.
Seriously, how do you suppose a normal person like me, a non-doctor, to understand all those lingos.
I don't have a stethoscope around my neck and I MOST CERTAINLY do not cut people up for a living.
So, when I read an article and want to find out more information about something like this, I want to learn it the easy way because I'm too old to enroll myself into medical school now.
I want to know everything without the jargons.
Please.
The same way you and I want to learn about swine flu without studying the whole medical history and memorizing the names of each little germ involved, your readers want to know about you, your products and services or your company without knowing your dogs' names.
We often want to learn about the big picture and what's in it for us! So, when you're writing something for the general audience, remember to tone it down and simplify.
They may be interested to find out all there is to be found out about the topic but they're not going to stick around for three years worth of lecture! Learn how to break things up into simple analogies, examples and concepts for them.
Assuming you're in the brick-laying business and you sell bricks, all you need to write about in your article is the concepts and techniques...
name them and link them to a different page or a different article on the technique.
If they're interested in finding out more about the technique, I'm sure they know which side of the mouse they should click on.
For your article, just leave it be and assume that they know everything or nothing.
Writing too deep not only turns your readers off, it is a waste of time.
Spend your time writing to firm-up people's belief in your services or products instead of spending time educating people on things that they prefer not to see.
So, next time you write, break it up for your readers.
You find people quarantining themselves just from standing in the same elevator as someone who had the sneezies.
Ah-Choo! and ten days at home.
How convenient.
So, like everyone else with kids, I read (I'm sure you did too) all about swine flu and the history of it all.
Every time the article throws me a medical jargon, I get migraine.
At the end the one-thousand-two-hundred worded article, I thought I had cancer.
Seriously, how do you suppose a normal person like me, a non-doctor, to understand all those lingos.
I don't have a stethoscope around my neck and I MOST CERTAINLY do not cut people up for a living.
So, when I read an article and want to find out more information about something like this, I want to learn it the easy way because I'm too old to enroll myself into medical school now.
I want to know everything without the jargons.
Please.
The same way you and I want to learn about swine flu without studying the whole medical history and memorizing the names of each little germ involved, your readers want to know about you, your products and services or your company without knowing your dogs' names.
We often want to learn about the big picture and what's in it for us! So, when you're writing something for the general audience, remember to tone it down and simplify.
They may be interested to find out all there is to be found out about the topic but they're not going to stick around for three years worth of lecture! Learn how to break things up into simple analogies, examples and concepts for them.
Assuming you're in the brick-laying business and you sell bricks, all you need to write about in your article is the concepts and techniques...
name them and link them to a different page or a different article on the technique.
If they're interested in finding out more about the technique, I'm sure they know which side of the mouse they should click on.
For your article, just leave it be and assume that they know everything or nothing.
Writing too deep not only turns your readers off, it is a waste of time.
Spend your time writing to firm-up people's belief in your services or products instead of spending time educating people on things that they prefer not to see.
So, next time you write, break it up for your readers.
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