The Hidden Dangers of Using Jargon – Example 1

 BFC Blog, Confusing Content, Content Creation, Persuasion Techniques, Web Writing  No Responses »
Jun 302011
 

I saw this the other day:
How to Use Jargon and the Dangers of Doing So – Bedell Communications

Good list. Covers the basics nicely.

I thought about the terms for a little bit. You could pick any one of them out, ask ten people what it means, and get ten different answers. They seem designed to cause confusion.

But that’s not the worst of it.

Jargon Becomes Dangerous in the Reader’s Mind

Many jargon terms carry certain impressions. Impressions readers automatically call to mind when they see these terms.

Most of the time it’s subconscious. Sometimes it doesn’t happen at all. But either way, you have no control over their reaction.

Only over using the jargon.

With this in mind, I decided to write a post series on jargon. And these ‘hidden dangers’ brewing in readers’ minds.

Hopefully you’ll see enough reason to avoid using them in your content from now on.

(Before I give the first example, let me make a differentiation: I’m talking about ‘marketing jargon’ here. NOT ‘industry jargon’ – sometimes that can be very helpful! Remember, only talking ‘marketing jargon’ here.)

Example #1 – “Industry-Leading”

My first example will be the term “industry-leading.” You’ll usually see it in sentences like these:

* Our industry-leading product line gives you a whole new experience in buying software!
* XYZ Corp. has been an industry leader in plastics manufacturing for 12 years.

Problem number 1.

If you have to make this claim, you’re lying to the reader.

If you ARE the industry leader, you don’t need to say it. Others will say it for you – in mainstream media, in the blogosphere & in social media. Sit back and watch. (Once the customers are happy of course!)

If you AREN’T, and you use the term, this is the impression that forms in a reader’s mind:

“Who are they trying to convince here? Me or them? I don’t buy it.”

Your trust factor just took a hit.

From that point on, there’s a veil of suspicion floating between the screen and your readers’ eyes.

They might even call you out online. Then where are you? Stuck defending an indefensible position.

If you aren’t an industry leader (yet), try one of these approaches:

–Invent a new industry. Characterize your business as the first of a new type. (This takes work – lot of networking, lot of promotion, lot of patience. But it’s done all the time.)

–Go for the underdog position. People DO like rooting for underdogs. Works well for startups.

Think About the Readers’ Impressions

Remember, one purpose of content is to have a conversation with the reader. What kind of conversation are THEY seeing?

Back next time with more dangers hidden…in JARGON! (*Horror film music!*)

 Posted by at 2:13 pm  Tagged with: , , , ,

Create Content (and Improve Your Marketing) with Forum Discussions

 BFC Blog, Content Creation, Content Marketing, Social Media, Website Content  No Responses »
Jun 092011
 

One thing B2B companies don’t always focus on (and should) is discussion forums.

I don’t mean starting your own forum (though that’s a great way to provide support and customer service).

I mean getting involved in other forums where your audience gathers. On their own.

For instance, IT forums like these:
ServerFault
SuperUser

There’s a content marketing tactic you can use here.

Use Forums for Content Marketing? How?

If you develop software (on any platform), you can be sure users are discussing it on forums like these. What’s important to remember is that these are third-party forums. Places you don’t control.
On reading that, your instinct might be to charge in & vehemently tout the virtues of your product.

Don’t do that.

Instead, try the following approach. It helps you from a content marketing standpoint. AND you can use it to create Clear Content.

  1. Register on a forum your audience uses. Look up topics that deal with your software. See what people are saying.


  2. Don’t interact until you’re sure you understand what they’re talking about. And DON’T rush in trying to sell your product. That’s a great way to drive them – and others – away.
    • Why others? Because if you do that, you create a record. A record that you use pushy sales tactics. Doesn’t matter what your goal was; that’s how it’ll be seen. And remember, this is a place you don’t control.
  3. Say a few people post about using X feature in their businesses. Maybe the current version has trouble transferring information between user levels. People will naturally ask fellow users what they do about it.


  4. Right here is an opportunity for you. You can do 2 things:
    • One, use this feedback to fix the problem people have with your software.
    • Two, establish yourself as a helpful company with relevant content.
  5. THIS is when you post. It’s time to become a helpful resource.
    Post a reply to the latest relevant topic saying:
    “Guys, thanks for the feedback. I’m Brad Wilson at Software Company. I’ve made note to address the issue in a future version. Would you guys tell me anything else like with this we could improve in the software?”

    See how people respond. Take notes.


  6. Then, speak to the commenters directly (most forums have Private Message functions). Ask them, “Can we quote you in future content addressing this issue?” 9 times out of 10 they’ll say, “Sure!” Get their first name and an email (only).


  7. Now you have a topic for a new webpage, blog post or FAQ entry. Wherever this content will benefit your full audience the most.
    Here’s one example. A short blog post.

We know about an issue with the information transfer feature in Version 4. When you try to transfer information between user levels, only 75% of the information transfers successfully.

This is a problem discovered by Chris and other users. Here’s a potential workaround for everyone:

  1. Create a blank user account, Mr. X. Assign it to power-user level.
  2. Transfer information to Mr. X’s user account.
  3. Change Mr. X’s user level to administrator.
  4. Complete the transfer.
  5. Change Mr. X back to power-user level.

We’ll have this problem fixed in our next patch. Expect it in 3 weeks.

(Feel free to use this content on your site. Please link to mine though!)

Voila! Clear Content, Direct from Fellow Humans

Now, this doesn’t sound like very promotional messaging does it? It sounds more like you’re admitting you screwed something up. (Oh no!)

Wait, wait. That’s not actually what happens.

What you’re saying is, “We realize nothing’s perfect. We’re human too. We’re responding to the needs of our audience. And this is how we prove it.”

You can’t BUY that kind of marketing value.

People will see you are being helpful. Being a resource. Being human.
What’s more, now that you established yourself on the forum, you can keep interacting. It’s a very one-on-one kind of marketing. Takes time (don’t expect quick ROI).

But you’re creating Clear Content. You’re establishing yourself as an authority AND as a helpful resource. How’s that for content marketing?

Can you think of another way to adapt this tactic? How else could forums help you create content? Think it over.

 Posted by at 2:12 pm  Tagged with: , , , ,

Want to Write Clear Web Content? Start Talking to Yourself

 BFC Blog, Content Creation, Web Writing, Website Content  No Responses »
Jun 032011
 

I’ll tell you a secret.

I’m not writing this post.

I’m dictating it into my Sony digital recorder while heading down the freeway at 65mph.

See, I read a post on the Content Marketing Institute blog yesterday about the uses for an audio recorder in content marketing. Great post.

Earlier, while going through the initial stages of creating an editorial calendar, I realized that I didn’t have a topic for today.

I saw the recorder on my desk. Remembered what I’d read. And thought, “Why not?”

So I got in the car, stuck the recorder on my dashboard…and here we are.

The point I’m making here is very simple. You’re able to follow along with what I’m saying, right?

Which means this content is accomplishing its goal. (And I did it without revision after revision, staring at a computer screen until blood leaks out of my forehead.)

I’m just talking. As if you were sitting in the passenger seat next to me.

And therein lies a big part of developing clear content.

Talking To Yourself is the First Sign of…Content!

We’ve all heard the age-old truism. “Write like you talk.”

People say it to avoid getting bogged down in overly-complicated language, too many buzzwords, looooong paragraphs…

Why avoid them? Because they all disrupt the flow of conversation that occurs within the content.

And between the content & its reader. You.

That flow is best maintained as if the content on a webpage (or in a case study, or email) mimics the type of conversation you would have with a person sitting across from you.

When you don’t write like you talk, something funny happens. People will go to your website with questions. They’ll skim the website. They might hit on an answer or two.

Then they’ll call you.

And they’ll ask you the same questions. Questions (you thought) you answered on the site!

Message Unclear Houston, Please Repeat

Why is this? It’s because they weren’t following the conversation on the website enough.

It may well have answered their questions. But it didn’t do a good enough of being clear, of reaching them.

Clear enough for them to grab on. Enough to catch the idea and integrate it into their own thoughts.

So they did get an overall impression from skimming:
“These people know what they’re talking about. I should talk with them.”

But they didn’t spend the time to read through & get caught in the conversation your website’s trying to create.

Writing Like You Talk Creates a Conversation

Now that essentially means the website failed to do its job. But a lot of them do that. (Not pointing fingers.)

Let me reiterate the point. The point of writing like you talk is to create a conversation that you want to have with your reader.

Writing like you talk is how we describe content that mimics a live conversation. If you can write web content that reads like you and another person are chatting in Starbucks, you more than double your chances of the content

  • Being fully read
  • Being taken seriously
  • Spurring people get in touch with you (for the right reasons!)

(At this point I swore because somebody cut me off. I’ll leave that out. You might be reading this at work!)

What’s the best way to do this?

Well, how did I write all this? I finished dictating this post before I reached my turnoff. 15 minutes of talking to myself. It may be crazy…but it works!

Ever talked yourself to a webpage? Or blog post?

 Posted by at 11:29 am  Tagged with: , , ,

Get Clear(er) Content By Trimming the Fat

 BFC Blog, Case Studies, Content Creation, Email Marketing, Web Writing, Website Content, White Papers  No Responses »
May 262011
 

A lot of the web content out there is too fat. Overstuffed, failing to persuade, droning on and on…

And I think I know why. (Well, ONE of the reasons.)

Some of it comes from our school days. When we were kids, you had a word requirement for essays, right? It stuck with us. We equate “longer page” with “better page.”

But it’s not the case. All Clear(er) Content has to do is address the need of the person reading it. That’s it. Anything else you add is fluff, filler. The extra words you stuffed into the essay to meet the word requirement.

(Not to say longer content isn’t effective. It definitely is! Giving lots of content is GOOD when the content is informative, relevant–and doesn’t mince words.)

Think of it like giving a speech. Chances are if you had to give a speech, you wouldn’t waste any words. You’d get to the point, back it up, and then finish.

Do the same with your web content too. Here’s some ideas as to how.

1) Dangling Words = Shorten the Paragraph

Ever seen a word or two dangling at the end of a paragraph? (Shrink your editor’s window so it looks like the website will.) Edit the paragraph’s sentences until the dangling word isn’t dangling anymore.

2) Secondary Point? Remove It

Doesn’t matter if you’re writing an email, a webpage or a white paper. One piece of content, one topic discussed. If you’re talking about more than one thing, split the content accordingly.

As the Star Wars pilot said, “Stay on target!”

3) Cut Down to Half. Then Another 25%

There’s a usability maxim: Once you’re done writing content, take out half the words. Then do it again. You’re left with what matters. I prefer to cut by half, then a quarter. Feels easier and goes faster.
Couple ways to go about this:

  • Drop as many adverbs as you can. (Remember, ending in “ly”). “I am dead to adverbs; they cannot excite me.” – Mark Twain
  • Any sentence you can’t read aloud in one breath? Cut it in half.
    “The way people work has changed dramatically as new tools and technology challenge the traditional rules of how and when people can do their jobs.”
    VS.
    “Work isn’t 9-to-5 in the office anymore.”
  • Read each paragraph. Does it directly relate to the main point? Yes? It stays. No? It goes.

4) Never Use a Paragraph When a Sentence Will Do

Resist the urge to “surround” a point with verbiage. It doesn’t help make things clearer. (The opposite is often true.)

Wait.  Won’t This Hurt SEO?

Not really. You’re sticking to 1 topic, where the real focus should be. Remember, humans have to read this for it to be effective. Make it clear for THEM first.

Editing is more than just trimming out words. There’s a lot more factors involved. Editing however becomes much easier (and faster) with lean, clear content.

What’s the last piece of “fat” content you came across?

 Posted by at 2:33 pm  Tagged with: , , , , , ,

A 30-Second Lesson in Clear Content from The Oatmeal

 BFC Blog, Content Creation, Content Marketing, Persuasion Techniques, Web Writing, Website Content  No Responses »
May 192011
 

If you haven’t heard of The Oatmeal’s comics, you have not earned your Web merit badge. Report back to me when you know how many hungry weasels your body can feed.

Anyway. One of his hilarious works is a great example of what Clear Content means (without even trying!). It’s called “How to NOT Sell Something to My Generation.” Go check it out.

How to NOT Sell Something to My Generation – The Oatmeal.com

Now, I happen to be the same generation as The Oatmeal. But even if I weren’t, I couldn’t agree more with the comic. It may be an oversimplified point–but it’s a vital one. Everyone writing web content, every business trying to sell online needs to know it.

What’s the point I’m talking about here?

Be sincere in content. Not pushy or deceptive.

That’s it.
Read it. Understand it.

When’s the last time you read sincere web content? Can you remember where you saw it?

 Posted by at 2:23 pm  Tagged with: , , , ,
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