Clear
Clarity is paramount for professional communicators.
Especially in today’s digital world where folks bounce between apps and email all day long. You get one shot (about three seconds) to land your message before you’re either abandoned or saved for later. But not in a good way.
When your reader (or user) does re-engage they’ll likely be miffed. Why? Because we all expect digital experiences to “work” the first time around. Meaning, we want them to be intuitive, progressive and … clear.
When you’re clear, people follow directions, get what they need, and appreciate you for it.
When you’re not clear, you slow their roll, mess with their flow, and put a new chore on their list. You don’t want people to think of you as a bummer. Steer clear of that; leverage the following aspects of clarity in your content and copywriting:
Clarity:
- is rooted in honesty. Tell the truth.
- is selective – address what’s most important.
- comes in bite-sized pieces. Focus on one point at a time.
- has power in its simplicity. Don’t use big words if you don’t have to.
- invites users to take one action at a time, e.g. sign up, download, pay now.
Download your guide to creating clear content:
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