Tag Archives: reader

It’s not your text

Hey, wow. I was looking on the internet and — what do you know? — I found a list.

Yes, I realize that the internet is full of lists. Many of them exist simply to entice us to click. A few might entertain or inform, and then I forget them in 5 minutes.

A very few are worth recommending. One such is this list of rules for editors, compiled by the Baltimore Sun‘s John McIntyre. If you’re in any part of the writing business, hurry on over to The Sun and take a look.

I lingered long over Rule 4: It’s not your text.

You are in the middle of things. You have a responsibility to assist the writer in achieving their purpose. You have a responsibility to the publication to maintain its standards and integrity. You have a responsibility to the reader, the party most commonly overlooked in these operations, to meet their needs of clarity and usefulness. Your personal preferences are subordinate to these responsibilities.

quill penSo it is with editors, and so it is with technical writers as well. We have a responsibility to the company we represent, to maintain its standards and integrity (to the extent it has them), and to present its products in such a way that our readers can use them effectively.

We also have a responsibility to the reader, to meet their needs of clarity and usefulness. This is our paramount responsibility, because this is the one we have to get right. We might get away without perfectly reflecting the company’s style or brand image, or without perfectly describing the product’s features. But if we don’t meet the reader’s needs, so that they stop reading and walk away (or dial tech support), we’ve failed completely.

stone bridgeI’ve heard the technical writer described as the bridge between subject-matter expert and reader. I used to bristle at that metaphor: I thought it implied a passivity on the part of the technical writer, as if we were nothing more than a conduit carrying information from one actor to another. “People walk on bridges,” I remember complaining.

Now, in my old age, I’m more comfortable with the bridge metaphor. Maybe I have a higher opinion of bridges: some of them are engineering marvels, and even the simplest ones are mighty useful. But mostly, I think, I better understand that it’s not my text.

Yes, I play an important role in the transaction between expert and reader. But it’s not about my personal preferences. If I want my name on something, I should write a novel.

My job is to make the information good, and that’s nothing to sneeze at. But it’s not my text.

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Timing is as important as delivery

Dear technical writer:

Your content is well-written and accurate. But what happens if you put it into your reader’s hands at the wrong time?

This is what happens.

 oscars17.png

At last night’s Academy Awards ceremony, Warren Beatty and Faye Dunaway came onstage to present the award for Best Picture.

When it came time to announce the winner, the card said

Best Actress
Emma Stone
La La Land

Beatty hesitated. Dunaway read the only thing that made sense in the context: the name of a film, La La Land.

It wasn’t until several minutes later, during the acceptance speeches, that the mistake became known. Beatty and Dunaway had been given the wrong card. The Best Picture winner was actually Moonlight.

Dear technical writer:

You might not be embarrassed in front of tens of millions of people. But when you provide the right content at the wrong time, no matter how good the content is, you’ve betrayed your readers.

As every good actor knows, timing is every bit as important as delivery.

Video source: New York Times

Tell your story, respect your reader

Look at these two maps. They’re based on the same data: population gain or loss by county. But they tell vastly different stories.

In the first map, the graphic artist started with the two extreme values in the data set (-6.3% and +28.7%) and divided the color scale into 5 equal pieces. As a result, all of the counties losing population are lumped together with counties that had no change or that posted slight gains.

usmap1

Source: Pew Charitable Trusts

The map tells us that a lot of counties lost population or held steady, several counties added population, and exactly two (one in the top middle and one near the bottom middle) added a lot of population. Frankly, it’s not much of a story.

Now look at what the Washington Post‘s Christopher Ingraham did with the same data. Ingraham changed the color scheme: blue counties gained population and red counties lost. The color intensity changes for counties that gained or lost more than 1% or 2%.

usmap2.png

Source: Christopher Ingraham, Washington Post

Now you can see a story. Continue reading

Email marketing: I was a dreamer

This week in his Power of Connection chat (#PoCchat), on the topic of email marketing, Bobby Umar asked this question: How did you feel when you sent your first e-mail newsletter or announcement?

Old letters and postcards

My first email newsletter didn’t exactly look like this – but it was a long time ago.

How did I feel? Wow! My mind flashed back to the late 1990s and the moment I hit Send on my first email newsletter. I remember feeling this insane hope that my newsletter would be different. That I’d succeed where all those around me were failing. That my recipients would read my newsletter because somehow, magically, they’d recognize that it was a cut above all the others.

You might say I was a dreamer. And undoubtedly I was. But I wasn’t the only one.

Bobby’s question also brought me up short as I recollected how little I knew about content marketing at that time. I didn’t fully understand that my content needed to focus on the reader and not on my products and services. I didn’t understand the importance of developing relationships with my readers before I started lobbing content at them.

It all seems second nature to me now. But, looking back, I can see that I had the keys to this marvelous marketing machine — with barely a clue as to how to run it.

It occurs to me that there are people like that today. In fact, judging from the contents of my inbox, there are a lot of people like that.

So, for their benefit, here are four basics for email marketing: Continue reading