Is Your Content Too “Integrated” For Readers to Grasp?
The Hidden Dangers of Using Jargon, Example 3
Most of my clients are in tech. So you can bet I’ve seen this next term aaaall the time.
Integrated. You’ve seen this too, I’ll bet. It started out in IT copy, with the common perception of “one or more software applications working together.”
Integrated software (MS Office). Integrated database (built into a CMS). Simple, right? It actually makes sense there. You know what to expect.
But now, it shows up everywhere. “Integrated” archive systems. “Integrated” project delivery. I don’t even know what that second one is supposed to mean!
All this variance means one thing. The term “integrated” is now overused. And that’s harmful to your website.
What’s the Harm? How About Mind-Boggling Your Reader?
The hidden danger in using “integrated” is that you force your reader’s thought process to jam on the brakes.
When you overuse a jargon term, it loses the word’s original effectiveness. Especially when taken outside its original industry context. Meaning changes, depending on the new context.
And even that context may not always be clear. So your reader has to stop and think.
Which means you’re dangerously close to losing them.
Integrated Sales Metrics Forecaster? I Just Wanted a Forum Builder. Run Away!
“…integrated software that leans and automates operational, administrative and logistic processes, saving thousands of dollars.”
I didn’t make that up. It came from an actual website. Someone wrote it into their content.
Readers see this sort of thing and think either:
“I don’t know what they mean here.”
OR
“Wait, what? That doesn’t make sense [from my point of view]!”
Either way, what happens?
Their train of thought is derailed.
This is a hidden danger to YOU, not to them. They can just hit Back & look elsewhere.
You have just suffered a lost reader. Who came out negative in this equation?
I Know It Hurts, but Write it Out Anyway
Instead of writing:
“XYZ is an integrated solution for data corruption scenarios, blah-blah-blah…”
Try the long approach in your content. For instance,
“X is a collection of software applications for tackling the data corruption problem.
Application #1 handles file backups…
Application #2 performs a system scan…”
Etc.
You’ll need to write a few more lines. Maybe. But your content will be that much clearer.
The reader’s brain won’t crash into the front of their skull. It’ll just keep chugging down the page.
What’s another example of mind-boggling jargon you’d love to eradicate?
Why “Best Practices” Need to Go Away
The Hidden Dangers of Using Jargon, Example 2
Early on in my copywriting career, I went to a meeting with a prospective new client. Small software firm. We talked project goals, audience, and so on.
Then my contact (the VP of sales) said, “And make sure to note that we conform to best practices.”
I stopped. “What do you mean?”
I honestly had no idea. I thought he’d explain.
Instead he replied, “Huh?”
I asked again. “What do you mean by ‘best practices?’ Can you describe some of them for me?”
Now I admit, I was fishing here. I didn’t even know what the phrase meant. Apparently, neither did they. He couldn’t give me an answer!
They just expected me to recognize and know the term “best practices.” Jargon alert!
The Danger in Using Best Practices: Assumption
Like this client, if you use “best practices” in your content, you’re assuming. Assuming the reader knows exactly what you mean. So you don’t have to specify your actual practices.
See why it’s a dangerous assumption? There’s no guarantee the reader will know what you mean. You’ve left a hole in their user experience.
What Does “Best Practices” Mean Anyway?
Exactly what ARE “best practices?” I still can’t find a clear example. Best I could locate was a series of infographics in Google. The most common ‘practices’ there were:
- Find the medium between price, customer service and convenience
- Stay on top of (our) industry
- Confidence in our product
- Make customers happy
News flash. EVERYONE wants to abide by *those* practices!
Nobody wants to have anything less than “best practices.” So why do we use the term? It’s become so universal it barely has meaning. Whatever meaning there was has been flooded away by its rampant overuse in business content.
My thought is that businesses only use it out of fear. Fear of someone out there thinking they’re NOT the best in ALL their practices! Gasp!
No. It’s just jargon now.
Time for an alternative.
The Alternative to Jargon: Clarify Your Actual Practices
Instead of sticking jargon like “best practices” into your content, try this:
Clarify your actual day-to-day practices. Split the whole idea out by industry.
You wouldn’t expect a software development firm to have the same practices as an auto parts manufacturer, would you?
A few industries do this already. Creating practices unique to their products and their standards. This Quora answer by Greg Lindahl is a good illustration of practices for software deployment.
I’d even suggest adopting a new, more specific term. Like, “X Industry Business Guidelines” or “X Corp. Operating Policies.”
That way you have to write things out. Be clear in what your readers (and clients) should expect.
Accountability, folks. It starts in your content. Not in jargon like “best practices.”
I’ll expand on this idea in a later post. Maybe write up a set of guidelines…for making guidelines. (Very meta, huh?)
What would be on your ‘industry business guidelines’ list?
Get Clear(er) Content By Trimming the Fat
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?
What is the Goal of Your Content?
A question every web writer – and every web writer’s client – should ask
While sloughing through post topics, I glanced at Twitter.
A tweet came through from Lorraine Thompson, @WritersKitchen – itself a retweet of Nick Usborne’s, who posted a link to the Web Content Strategy Blog titled An Interesting Content Manifesto.
(Why am I thinking of Kevin Bacon all of a sudden…)
Anyway, this blog post makes a very, very crucial point in regards to content. ALL content.
“Content Manifesto: Don’t create content ABOUT something. Create content IN ORDER TO DO something. To achieve goals. All content should be in service of a goal. If not, cut it.”
In service of a goal. I agree 100%.
But what goal?
Do Something? How about “Spur Reader to Action?”
I have asked clients the question of what goal they want to accomplish with content. Almost every time the answer goes like this…
1. “Just something about the product/service.” (Okay…what?)
OR
2. “It should tell the client about how great our product/service is, how great we are to work with, that we’re the only one to work with…” (See a “self”-evident pattern in there?)
Many clients want the goal of their content to be “talking about themselves.” It’s understandable; if you’re passionate about something, you want to talk about it.
But it’s not the kind of goal you should use when writing content.
Look at that citation again. “Create content IN ORDER TO DO something.” Now obviously, companies want their content to do something.
Like what?
Most would agree that they want their content to spur the reader to action.
Question is…what kind of action?
Examples of Content Goals
Asking questions like this helps us specify the goal for a piece of content. In order to do something, a content’s goal must be specific.
These are a few goals I’ve used when writing content in the past.
- Drive visitors to sign up on a website.
- Get prospects to read an email.
- Reward people for downloading a file or application.
- Encourage readers to consider a product/service in their project plans.
- Educate the reader on specialized information the company has.
- Make people want to bookmark a site and return.
- Encourage visitors to email the company about a project or question.
- Purchase a product/service.
Include Content Goals in Content Strategy? Definitely.
The Web Content Strategy post concludes by suggesting a “page goal” be incorporated into content strategy. Again, I agree. For content to belong in a matrix, it must DO something to forward the company’s overall goals.
Wait a Second, Does This Post Have a Goal Too?
Yep. The blog post you’re reading right now? It was intended to remind you – content must do something. You must decide on a goal for your content. That’s the goal here.
And if you read this far, it means the content succeeded!
To what goal will your next content be in service?
