O'Reilly logo

An Idea A Day by David Thompson

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

image

COMMUNICATION

USE LANGUAGE YOUR CUSTOMERS CAN UNDERSTAND

Andy Maslen

IF YOU WANTED your four-year-old to wait for you before crossing the road, would you call out, “Darling, do you think, were I to recommend that you refrained from a headlong incursion into the thoroughfare, that you might attend me at the curbside?” I thought not.

Using an appropriate register for your reader is a pretty obvious way of making sure they can understand you. So why do so many organizations make it so hard for the target reader of a piece of copy even to figure it out? It’s back to our old friend reader-centricity, I’m afraid (or rather, the lack of it).

The idea ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required