The perils of using an overly-familiar tone of voice in your copy. There are some cracking examples here of support content that prioritises daft quips over getting to the point.
You’ve ordered a package and you want to know how long delivery will take. It’s a straight forward question, so you would expect to find out quickly and easily. What you don’t need is a couple lines of heavily branded content standing between you and your answer. You just want to know how long the delivery will take…
We are looking for three experienced Content Designers to join the University of Edinburgh’s Website and Communications team as we embark on major projects to launch our new web publishing platform and services.
If you’re passionate about using evidence-based approaches to create great content that meets users’ needs, we want to hear from you.
FAQ sections are derided by most content designers, myself included. But (as usual) it is not necessarily the format itself that’s the problem. Normally, the real problem is bad implementation.
This piece by Caroline Roberts makes a provocative case in favour of FAQs, by comparing them with advice columns.
The FAQ structure has held up for so long because it is a brilliant pattern. Think the Socratic method. Or the catechism. Or Usenet. Or “FAQs about FAQs.” Or — you guessed it — “Dear Prudence,” “Dear Sugar,” or any other popular advice column. Users will always have questions, and they will always want answers.
What makes FAQs troublesome is incorrect or lazy use. Lisa Wright has already shared what not to do, but perhaps the best way to start an FAQ is to choose each question with great care. For example, advice columnists spend plenty of time selecting what questions they will answer each week.
We found that some of these users did not understand sentences that had negative contractions in them (negative contractions are words like ‘can’t’, ‘won’t’, ‘don’t’). They interpreted the sentence without inferring the ‘not’.
I have been in two minds about using contractions for a while. On the one hand, avoiding contractions does seem to reduce ambiguity. But at the same time it can make your writing seem stilted and overly-formal.
As always with writing style, there will be no true answer, and the right way forward will depend on the circumstances. But if in doubt, it is worth considering avoiding contractions.
I have been following the controversy around AMP fairly closely. A lot of people whose opinions I respect are against AMP generally, although I still cautiously think AMP is generally a good thing. At least, it is in my view clearly better than Facebook Instant Articles.
So if AMP is Google’s response to Facebook, I am in favour of it. Facebook’s interest is clearly to keep people in the Facebook ecosystem. AMP may give Google some a bit of control over content, but it still keeps it fundamentally of the web. At least you don’t have to use Google to use AMP.
However, AMP for Email seems far more obviously bad. Not least because, as this article points out, it appears to be a solution looking for a problem.
There may be cause to be wary of Google’s intentions after all.
An interesting comparison between modern-day radio presenting and that of previous generations: “That smiling deep disc jockey voice, broadcasting seemingly from a parallel mid-Atlantic world.”
Rarely has radio been quite so authentic.
In previous generations, it was enough to have a ‘voice on a stick’ as one of my colleagues used to call it…
Now – you tune in and you hear real life.
Listening to clips of old radio programmes, it is extraordinary how much times have changed. The Radio 1 Vintage broadcasts last year as part of Radio 1’s 50th birthday celebrations highlighted this starkly. Tony Blackburn’s live recreation of the first Radio 1 breakfast show even skipped over some of the content, tacitly acknowledging that it some of it was too cheesy (or perhaps offensive?) to be broadcast today.
There is an argument to say that people sometimes want to hear a bit of showbiz, and don’t necessarily always want to hear a voice that could be their neighbour’s.
But in the era of Spotify, a “voice on a stick” won’t do. Good content is essential for the long-term survival of radio.
This article uses kids’ video content as an example, but really it is about how we all consume all types of content. The same effects that are causing these weird YouTube videos to be created are driving clickbait culture generally.
The direction the internet is taking seems to be taking us down a disturbing path.