Recently I’ve been receiving information from insurance providers and lawyers (don’t worry – I’m not in any trouble! ).
The documents have been extensively long and written using “professional terminology” that, not being familiar with that profession, I found incredibly difficult to understand.
The difficultly in understanding the documents did nothing to motivate me to actually read them and respond.
And, instead of recognising that the documents may need some explaining and calling me to offer more information, the service providers simply sent the documents attached to an email.
I guess they expected me to persevere and work out what I needed to.
Actually, I’d rather work with someone who goes the extra step and helps to solve my problems, rather than creating new ones.
This made me realise something.
The business world would be a better place if all professional service providers understood the guidelines for good web copy.
Good web copy follows the “don’t make me think” principle and
- Uses the simplest words possible
- Avoids using jargon and acronyms – at the very least if you must use them, add a clear and simple explanation
- Is easy to skim read and doesn’t have big blocks of text.
Read more about web copywriting in the 15 Step Web Copy Check.
If you’re in a profession that relies on your clients and prospects reading long, wordy documents and forms, consider adding a cover email that follows the principles outlined above. Or call the recipient to explain what the information means.
Or hey, try doing both.
Adding simple, jargon-free, easy-to-read information to a cover email will make your attachments easier to understand.
And it might even win you more business and make your clients happier.
It would definitely work for me.
Do you agree? Please leave a comment and let me know.