| If you work in a highly technical field, chances are | | | | with one or two shorter words. Of course, |
| you've struggled with how to present technical | | | | sometimes technical jargon needs to be in there. |
| information in your marketing, or on your | | | | But you can always explain the techie bits using |
| Website, without losing the reader (or boring them | | | | less technical lingo and shorter words. |
| to tears)...Especially if the end buyer isn't | | | | 3) Focus more on benefits, less on features. Sure, |
| particularly technical. | | | | the features are important and you should include |
| Clients and folks at my workshops ask me how | | | | them. But what people really want to know is |
| to write technical information in a readable way all | | | | how that feature is going to benefit them. |
| the time. Here's a perfect example from one of | | | | So keep the mention of features brief, and spend |
| my e-newsletter subscribers, Josie. | | | | more time explaining why that feature is so |
| "In the market that I am in...Medical devices...There | | | | wonderful, helpful and worthwhile that they |
| is a ton of technical information. Digesting that | | | | absolutely must have it. |
| down to a lay reading level is sometimes difficult. | | | | Question #2 - "I know that you need to present |
| Is there a handy guide or rule of thumb? | | | | everything in a 6th grade reading level...How do |
| I know that you need to present everything in a | | | | you measure that, where do you find the |
| 6th grade reading level...How do you measure | | | | standard for that?" |
| that, where do you find the standard for that? | | | | This one's easy...In MS Word, go to Tools/Spelling |
| Then once you get there are you really saying | | | | and Grammar. In that box, click Options at the |
| the same thing with the .05-cent words that you | | | | bottom. In the Grammar section, select Show |
| did with the .50-cent or $1 words? | | | | Readability Statistics. Click Okay. |
| Since Josie is really asking 3 questions here, I'll | | | | Next, go back into Tools/Spelling and Grammar. |
| tackle them one-by-one... | | | | Run the Spelling and Grammar check. At the end, |
| Question #1 - "In the market that I am in...Medical | | | | a box will automatically pop up with your |
| devices...There is a ton of technical information. | | | | Readability Score. As long as you're somewhere in |
| Digesting that down to a lay reading level is | | | | the 6th to 10th grade level you should be fine. |
| sometimes difficult, is there a handy guide or rule | | | | Question #3 - "Then once you get there are you |
| of thumb?" | | | | really saying the same thing with the 5-cent |
| Sadly there is no handy guide for turning technical | | | | words that you did with the 50-cent or $1 |
| info into good reading for a lay person, but there | | | | words?" |
| are a few rules of thumb: | | | | Yes, you are saying the same thing, just with |
| 1) Write like you speak. Most of us speak at | | | | words that are easier to read and understand |
| somewhere between a 6th and 10th grade level | | | | quickly. I always say "better" is better than |
| naturally, even though we tend to write at more | | | | "preferable" |
| of a 12th grade level (or higher, especially when | | | | However, you may find that even after you |
| dealing with technical info). | | | | change it around your message still isn't jumping |
| So be sure to read what you've written out loud. | | | | off the page and grabbing readers by the |
| Or better yet, have someone else read it to you. | | | | eyeballs. |
| If you have access to a kid age 12-15, have | | | | The bottom line is the prospect needs to know |
| them read it to you then tell you what it means | | | | more than just who you are and what you are |
| to them and what they remember best. You'll be | | | | selling. They need to know what's in it for them if |
| amazed at what you discover. | | | | they buy. |
| If you're still having trouble, try recording yourself | | | | If you...o Focus on relating to their problems, |
| explaining the product or service to a friend. | | | | wants, goals and needs and showing how your |
| Often the things we say are far more compelling | | | | product can help...o Make sure you include a clear, |
| and down-to-earth than what we write. | | | | compelling benefit for every feature...o And use a |
| 2) Turn 50-cent words into 5-cent words. Go | | | | conversational tone and words that are easy to |
| through your writing and find every word with | | | | understand... |
| three or more syllables. Then try to replace it | | | | ...You should be well on your way. Happy writing! |