Unclear documents cost you money
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Most people form impressions of your organization based on the documents you send them. Many times your documents are the only contact your customers have with you. That's why it's so important to carefully write, design, and structure them so that they meet the needs of the people who use them. In fact, some research shows that “when writers effectively format a document, the readers’ satisfaction increases resulting in increased profit” (Ryan, 1993).
You might ask: How can a simple document affect your profits so much?
As one example, consider this anecdote:
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In a conversation we had with a new car owner, he complained that his owner’s manual sorely needed work and he berated the company that created it.
Here's what happened:
The Malfunction Indicator Light went on and he pulled out his manual to find out what the problem was with his car. His short-term problem was one of vocabulary and a re-named icon. Since he called the light his Check Engine Light (a term that many people have used and have become familiar with over time), that’s the term he searched for in the index.
When his term was not in the manual, he angrily tossed the book aside and blamed the company for shoddy documentation … and then told several people about the incident, belittling the company and still not knowing what the problem was with his car.
Does that sound like one of your customers?
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Center for Clear Communication ι 26 Hawthorn Court ι Rockville, MD 20850
(301) 340-1747 ι Clearly@aol.com
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