| money matters |
| Rinse and Repeat |
| Ashley Byrd |
Did you ever worry about the shampoo user who followed the directions precisely - that's why he's still in the shower? If you care, then you're rare.
So many products require written directions. That's an assured audience, at least for the period of times it takes to teach them to use the product. Why not use that opportunity to endear yourself to that captured audience? I don't mean that you should be cute or too clever with how directions are written, but let me tell you, a little time and money spent on clarity of diagrams and language can make their experience putting together that stroller a positive one. The flipside of that, of course, is that they may walk away so frustrated from the experience that they'll never trust you or your product again.
Put the What Where?
I'm one of those consumers who expects to be treated with respect, and that includes how a company talks to me on paper. Recently, I discovered that I can use ethanol in my car. I went to the driver's manual and one hour later, I was still confused. The directions were so full of double negatives and unclear language that I gave up and called the local mechanic. At least I could ask him questions until I understood. It was obvious to me that the manufacturer did not really expect their buyers to convert to another fuel. They'd better get wise soon as times are changing for fuel and engines!
No Givens
The other side of that problem is assuming too many "givens" - the "rinse and repeat" scenario. With so many consumers now with English as a second language, don't assume they know the little things. We have been putting together safety and storm safety materials and have taken great care to try to present them as simply as possible. It's demanding, but worth it.
Ask the Experts, Then Edit Them
Consider this, if products were explained well the first time, why would we need a whole industry of "…For Dummies" books?
The best directions are those written by a person who knows the most (say, an engineer) and then interpreted by someone who reads like a general consumer. You must put yourself in the place of your audience or hire someone who can!
Words and Pictures
When you can, use a diagram and words. Explanations imbedded in the diagram are nice. This is not a given, because I have noticed more and more that companies are skimping on directions, manuals, etc. to save money. The one area that is not happening as much is in home computers and accessories. That's because it's one of the most competitive markets out there and the easiest to use will win the buyer.
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