Show Strength or Be Strong? The Answer is Clear

True maturity in content creation and delivery only comes when you understand how to deliver upon the goals that actually matter and subjugate the goals that get in the way. The challenge is that the former are usually expressed, whilst the latter are hidden -- and, often, more personal.

Whether you're designing advertising copy, creating a how-to-guide, or simply trying to figure out how to deliver your message to your customers on your website, the primary goal is clear: give people the information they need to motivate an action.

What that action is can be finite or merely a part of a larger process. It could be as final as having the user make a purchase, or it could be part of the process that funnels them to the purchase -- getting more information, increasing trust or affinity in your brand, or exploring peer referrals.

But it's the unexpressed goals that tend to put roadblocks in the process. It's us getting in the way of our own interests to feed our egos.

Most often, this manifests itself in the desire to sound smart, rather than creating content that is smart.

I have been guilty of it in the past -- a desire to flex my vocabulary and impress people with the breadth of my knowledge. But it was a knowledge that was a mile wide, but only an inch deep. Sure, I could -- and still can -- break out the big words with the best of them, but in my desire to take my reader along a linguistically 'enriching' path, I neglected to focus on what was the best way for my reader to get where they wanted to go.

This pattern ran counter to my training. Writing for a newspaper, the goal was to produce content that delivered what people needed to know, as quickly and concisely as possible. Often in 250 words, I had to tell a story, provide context, and allow the participants to move the narrative forward in their own voice. Working for a medical site, I got caught up in the desire to "sound smart" -- one that was perpetuated by a false assumption by our company that doctors only respected that style of voice.

It was so wrong. In fact, looking back on it, it's now counter-intuitive. Doctors are busy. People, in general, are busy and have only a limited amount of time to dedicate to your work. Would you rather have them spend that time exploring your linguistic gymnastics, or is it better to have them quickly understand what you're saying?

And, more importantly, how it relates to them, personally, and what action they can take?

The Center for Plain Language in the U.S. describes concept as follows: "A communication is in plain language if its wording, structure, and design are so clear that the intended readers can readily find what they need, understand it, and use it." 

Sure, you can impress with your vocabulary and force readers to the thesaurus (or, worse, leave them with the option of making assumptions about what you're trying to say), but who's needs does that serve? Other than ego-gratification, it's really not about who your content should be for.

And that's the maturing process. It's not about you, the content producer or owner, but rather your reader.

True strength comes not from the quantity of the characters in the words you choose, but rather in the quality of the message and the experience behind your statements, offerings, or products. If you have a compelling story to tell to your customers, it should be done simply and clearly.

My favourite meal is comprised of a good-quality rib eye steak, simply seasoned and cooked to a perfect blue/rare. No fuss, no additions. Yes, you can layer a meal with grand displays of technique and additional ingredients, sauces, and paraphernalia, but the integrity of an amazing piece of meat can get lost or overwhelmed.

Kind of like selling the sizzle over the steak, right?

Clear, effective communication is accessible to all -- whether you're reading it with four PhDs in your back pocket, or English is your third or fourth language. The message -- not the messenger -- is what matters and the only goal that should ever matter is that the message is delivered as quickly, clearly, and concisely as possible.

This is only magnified in importance by the prevalence of social media and mobile access to content. When your message has to resonate in the palm of someone's hand, there's literally no room for error.

In my next post, I'll provide some tips to keep content more simple and increase its effectiveness. In the meantime, feel free to share your thoughts on the issue.