{"id":12277,"date":"2023-09-04T16:48:22","date_gmt":"2023-09-04T16:48:22","guid":{"rendered":"https:\/\/mysourcefunding.com\/startups\/moving-prospects-from-confused-to-convinced\/"},"modified":"2023-09-04T16:48:24","modified_gmt":"2023-09-04T16:48:24","slug":"moving-prospects-from-confused-to-convinced","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=12277","title":{"rendered":"Moving Prospects From Confused To Convinced"},"content":{"rendered":"<div>\n<p>Because you&#8217;re reading these words, chances are you&#8217;re an ideas person who shares your ideas through writing.<\/p>\n<p>You write to attract new partners, new investors, new talent, new prospects, new clients. You write to educate, persuade, and inspire action.<\/p>\n<p><u>You write because you believe in your ideas<\/u>. You want your thoughts to reach others, make good things happen for you and your clients, and ultimately change the world.<\/p>\n<p>This article on the topic of clarity\u2014specifically content clarity\u2014will help you <u>attract what you want through your writing<\/u>.<\/p>\n<p>Our first stop will be the meaning of clarity. Then, we\u2019ll explore why straightforward content is essential and look at five questions you can ask whenever you feel unsure about your writing or need deeper clarity. The questions will expose potential weaknesses in your content and guide you toward writing more straightforward text that resonates with your audience, builds awareness and trust, and, ultimately, wins sales.<\/p>\n<p>First up\u2014what does \u201cclarity\u201d mean?<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">What is clarity?<\/h2>\n<p><fbs-ad position=\"inread\" progressive=\"\" ad-id=\"article-0-inread\" aria-hidden=\"true\" role=\"presentation\"><\/fbs-ad><\/p>\n<p>The word <em data-ga-track=\"ExternalLink:https:\/\/www.oxfordlearnersdictionaries.com\/us\/definition\/english\/clarity\">clarity<\/em> comes from Middle English in the sense of glory or divine splendor.<\/p>\n<p>With that etymology in mind, I like to think of clear ideas as glorious ideas, and clear writing as glorious writing. Clear thought leadership, then, shines in the minds of readers as if splendid, as if divine.<\/p>\n<p>Hyperbole and etymology aside, according to Oxford Languages, clarity is the quality of being:<\/p>\n<ul>\n<li>Coherent and intelligible.<\/li>\n<li>Certain or definite.<\/li>\n<li>Transparent or pure.<\/li>\n<\/ul>\n<p>An image from The Free Thesaurus provides a clear path to further insights.<\/p>\n<p>Synonyms of clarity, denoted by green circles, include lucidity, explicitness, obviousness, and straightforwardness.<\/p>\n<p>Antonyms often give as much or more insight into the meaning of words. Antonyms of clarity, denoted by red squares, include haziness, dullness, and imprecision.<\/p>\n<p>Picture a hazy sky, waiting for a storm to blow away the particulates and pollution, revealing the cerulean heavens.<\/p>\n<p>Imagine dull scissors that tear and mangle what you\u2019re cutting and how much you wished you had a sharp pair to finish the job well\u2014and in half the time.<\/p>\n<p>That\u2019s why you want your content to exhibit the qualities of clarity\u2019s synonyms, never its antonyms.<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">There\u2019s no one-step shortcut to clarity in your marketing content<\/h2>\n<p>Leaving the definitions behind, another crucial thing to note about clarity\u2014particularly content clarity\u2014is that it\u2019s the sum of many elements:<\/p>\n<ul>\n<li>Conciseness\u2014the content communicates without unnecessary words and ideas.<\/li>\n<li>Simplicity\u2014ideas in the content are easy to understand.<\/li>\n<li>Familiarity\u2014new ideas in the content relate to what readers know.<\/li>\n<li>Connection\u2014the content tells readers, \u201cI see you.\u201d<\/li>\n<li>Precision, specificity\u2014the content lacks vagueness.<\/li>\n<li>Honesty\u2014the content says, \u201cNo tricks or half-truths here; this is who I am.\u201d<\/li>\n<\/ul>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">Why is content clarity important?<\/h2>\n<p>We all know, intuitively, why clarity in the words we write and the content we produce is essential. That intuition is correct, but let\u2019s make it conscious by putting it into words.<\/p>\n<h3 class=\"subhead3-embed color-body bg-base font-accent font-size text-align\">1. Content clarity wins in times of information overload<\/h3>\n<p>To readers, a lack of clarity is the same as information overload. In the old trade journal Direct Marketing, direct response copywriter Dean Rieck expressed why this is so.<\/p>\n<p>\u201cWhen a person does not understand something, information is nothing more than random data. Even short messages can overwhelm people if the meaning is not clear. In advertising, this is often caused by too many writers working on a single project\u2014a sure way to muddle a message. It is also caused by regurgitating facts without understanding them, by not having a tangible purpose for the writing, and by striving to impress rather than communicate.\u201d<\/p>\n<h3 class=\"subhead3-embed color-body bg-base font-accent font-size text-align\">2. Content clarity boosts credibility, leading to confidence<\/h3>\n<p>In an interview with WordRake, Ben Riggs, senior communications specialist at Kettering Health, had this to say about clarity and confidence:<\/p>\n<p>\u201cClear communication\u2014and the plain language that enables it\u2014leads to confidence in readers. People make decisions primarily when they\u2019re confident.\u201d<\/p>\n<p>I\u2019ve found that true in my experience. Have you?<\/p>\n<p>Imagine this scenario:<\/p>\n<p>You\u2019re interested in buying software and begin researching vendors. One vendor\u2019s website lays out its features and functions clearly, seemingly answering your questions and eliminating your objections as you read.<\/p>\n<p>After reading, you feel confident in the vendor. You might not choose them because you have more vendors to review and more due diligence.<\/p>\n<p>But you noted that clarity. Or, rather, you <em>didn\u2019t<\/em> notice <em>a lack of clarity<\/em>.<\/p>\n<p>That\u2019s what clear content accomplishes; it lets readers read on without disruption, stumbles, and questions. Confidence is the result.<\/p>\n<p>If your content is unclear, that\u2019s when readers take note.<\/p>\n<h3 class=\"subhead3-embed color-body bg-base font-accent font-size text-align\">3. Content clarity reduces cognitive load<\/h3>\n<p>Every topic inherently contains a certain level of complexity. When you teach or convey your subject, you&#8217;ll add more complexity\u2014it\u2019s unavoidable. But the more precise your thinking and writing, the less complexity you\u2019ll add to your content, and the easier the reading will be.<\/p>\n<p>A study in Communication Reports examined the link between clarity and cognitive load and found that clarity reduces that extra dose of cognitive load, allowing readers to process information more deeply.<\/p>\n<p>Another thing to keep in mind is that readers can\u2019t ask you questions while they\u2019re reading your content. If they get confused or have a burning question, they\u2019ll have to hold on to it\u2014unless they call you immediately or your organization offers immediate chat. Like cognitive load, burning questions take up a lot of mental overhead, reducing clarity.<\/p>\n<h3 class=\"subhead3-embed color-body bg-base font-accent font-size text-align\">4. Content clarity fights the curse of knowledge<\/h3>\n<p>Knowing a lot about something can make it harder for you to understand what it\u2019s like for someone who doesn\u2019t know as much. This situation is known as the curse of knowledge or hindsight bias.<\/p>\n<p>Hindsight bias arises when we speak or write about something we know well. It\u2019s hard to put that knowledge aside and think like someone lacking the same background and expertise.<\/p>\n<p>For instance, if I were to start speaking to you about how prescriptive grammar often violates organic grammar, you might scratch your head, wondering what I\u2019m talking about\u2014unless you\u2019re a word nerd into such topics. In that case, you\u2019d share my curse of knowledge, and lack of clarity wouldn\u2019t be an issue.<\/p>\n<p>I might write about the topic clearly, but readers may not pick up on that clarity if I fail to consider my audience.<\/p>\n<h3 class=\"subhead3-embed color-body bg-base font-accent font-size text-align\">5. Busy, picky readers prefer content clarity<\/h3>\n<p>Your readers are smart and busy.<\/p>\n<p>Yes, they could certainly work hard to understand what you mean in your content, but who has the time?<\/p>\n<p>Readers don\u2019t want to re-read a piece three times, Google what you\u2019ve written about, or draw diagrams to figure it out.<\/p>\n<p>If your piece needs more clarity, busy readers will drop it fast in search of another source whose author did focus on clarity.<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\">Questions to ask in pursuit of content clarity<\/h2>\n<p>If you&#8217;re struggling to write a piece or wondering whether your writing is clear, the good news is that you\u2019re on the right track\u2014you\u2019re thinking about your readers.<\/p>\n<p>Ponder these questions centered around the elements of clarity to get unstuck and clear about the clarity of your message.<\/p>\n<h3 class=\"subhead3-embed color-body bg-base font-accent font-size text-align\">1. Does your content connect you and your readers?<\/h3>\n<p>As experts, we sometimes get wrapped up in our heads and forget about the people we\u2019re writing for. To add the clarity that comes from connection, try this simple exercise.<\/p>\n<p>Imagine you\u2019re at a coffee shop with your ideal customer. You\u2019ve been telling them about your company and its products and services. Your ideal customer is leaning in. They\u2019re fascinated and are waiting for you to say more.<\/p>\n<p>Now, write, speaking directly to that customer. Use second person\u2014pepper your content with the words \u201cyou\u201d and \u201cyours.\u201d Doing so lets readers know you see and hear them.<\/p>\n<p>You may also need to produce more formal content, like research reports, policy documents, and academic articles, without writing in the second person. In those cases, introductions and executive summaries are the places to create connections.<\/p>\n<h3 class=\"subhead3-embed color-body bg-base font-accent font-size text-align\">2. Can readers grasp the topic of your content quickly?<\/h3>\n<p>Imagine your readers as astronauts, used to NASA-style, state-of-the-art training that doesn\u2019t mince or waste words. That\u2019s the kind of clarity you\u2019re aiming for.<\/p>\n<p>To help your readers grasp your ideas quickly:<\/p>\n<ul>\n<li>Structure and organize your ideas well; pull out your table of contents and evaluate it independently.<\/li>\n<li>Add headings and subheadings that tell the full story to readers as they skim through.<\/li>\n<li>Use bullet points and lists to summarize key points or steps.<\/li>\n<li>Write in active voice and use straightforward words and sentences.<\/li>\n<li>Use images, charts, and infographics to break up and illustrate text.<\/li>\n<\/ul>\n<p>Love or hate them, Buzzfeed helps readers grasp topics quickly through easy-to-read listicles.<\/p>\n<p>The Economist helps readers understand complex topics using charts and data visualizations to complement in-depth articles.<\/p>\n<h3 class=\"subhead3-embed color-body bg-base font-accent font-size text-align\">3. How would you explain the big idea in your content to a child?<\/h3>\n<p>I realize that many people cringe at this advice. However, expert-written content is often full of jargon and $1 words. To write for clarity, substitute more understandable 25-cent words instead. For instance:<\/p>\n<ul>\n<li>Utilize \u25ba Use.<\/li>\n<li>Ameliorate \u25ba Improve.<\/li>\n<li>Disseminate \u25ba Spread.<\/li>\n<li>Ascertain \u25ba Find out.<\/li>\n<li>Endeavor \u25ba Try.<\/li>\n<\/ul>\n<p>Use simpler words and eliminate word baggage to improve clarity in your content<\/p>\n<p>Copywriter Bob Bly once said that no one ever complained about his content being too easy to read. Those are my sentiments, exactly.<\/p>\n<h3 class=\"subhead3-embed color-body bg-base font-accent font-size text-align\">4. What baggage in your content gets in the way of clarity?<\/h3>\n<p>Baggage, in this sense, means unnecessary ideas and words. When you consider your content, examine every thought and expression to see if you need it to convey your idea.<\/p>\n<p>Need guidance on what baggage to eliminate? I can\u2019t help with idea baggage in this article, but I can help with unnecessary words. To get closer to clarity, scrub these words from your content when it makes sense to do so:<\/p>\n<ul>\n<li>Just<\/li>\n<li>Very<\/li>\n<li>I think<\/li>\n<li>I believe<\/li>\n<li>Kind, sort, type of<\/li>\n<li>Really<\/li>\n<li>Basically<\/li>\n<li>That<\/li>\n<li>Definitely<\/li>\n<li>Actually<\/li>\n<\/ul>\n<h3 class=\"subhead3-embed color-body bg-base font-accent font-size text-align\">5. Are there places in the content where explanations are vague?<\/h3>\n<p>Specificity is an element of clarity. To add specificity, shun vagueness and embrace precision. Here are several examples adapted from the San Jose State University Writing Center.<\/p>\n<p><u>Example 1<\/u><\/p>\n<ul>\n<li>Vague: I failed the class for many reasons.<\/li>\n<li>Clear: I failed Engineering Statistics because the professor was visiting from Russia, and I struggled to understand him.<\/li>\n<\/ul>\n<p><u>Example 2<\/u><\/p>\n<ul>\n<li>Vague: My daughter is in the orchestra.<\/li>\n<li>Clear: My daughter plays principal viola in the Asheville Symphony. (She\u2019s still in college, but a mother can dream.)<\/li>\n<\/ul>\n<p><u>Example 3<\/u><\/p>\n<ul>\n<li>Vague: The sales presentation flopped.<\/li>\n<li>Clear: The sales presentation flopped because it needed more convincing numbers to sway the CEOs at the Clarity Conference..<\/li>\n<\/ul>\n<p>Asking those questions about your content will help you produce materials more likely to achieve your desired outcomes\u2014influence, conversion, and sales.<\/p>\n<p>In my next article, I\u2019ll take you on a deeper dive by providing 10 techniques for bringing clarity to your content. Stay tuned.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.forbes.com\/sites\/renaegregoire\/2023\/09\/04\/unlocking-content-clarity-moving-prospects-from-confused-to-convinced\/\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Because you&#8217;re reading these words, chances are you&#8217;re an ideas person who shares your ideas through writing. You write to attract new partners, new investors, new talent, new prospects, new clients. You write to educate, persuade, and inspire action. You write because you believe in your ideas. You want your thoughts to reach others, make [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12278,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[77],"tags":[],"class_list":{"0":"post-12277","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-startups"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Moving Prospects From Confused To Convinced | Brandiary<\/title>\n<meta name=\"description\" content=\"Because you&#039;re reading these words, chances are you&#039;re an ideas person who shares your ideas through writing. 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