On the Web, most consumers of information demand content fast.
They may be surfing to amuse themselves, to learn something, to
buy, or to participate in some community; but no matter what
their aim, they have seen that some sites care who they are,
allowing them access to all the information the organization has,
while also personalizing the topics, tone, format, and
transactions. These uppity consumers are impatient, self-
absorbed, and a bit confused, but if you give them the content
and service they want, they will return over and over, becoming
loyal fans and customers. Here are a few of the things these
consumers demand of your text:
A good designer and a good writer have to share certain
characteristics, among the most important being empathy.
— Donald Norman, Turn Signals are the Facial Expressions
of Automobiles
Purpose seizes us, binds us rather than being deliberately
crafted by us. — Robert Weber, The Created
Self
"Don't waste my time."
No more lengthy explanations. Clear away those introductions,
transitions, summaries. Get to the point.
"Remember me."
Like Hamlet's father, I want to be remembered when I arrive
at your site. But recognition goes beyond greeting me by name. I
want to see topics I care about, like on my personal version of
the Wall Street Journal, Interactive Edition. I want to
have my pages look and sound like the design I chose for My Page.
I want your text to sound as if you share my concerns, goals, and
obsessions.
"Let me answer my own question."
Embed answers right in the forms I have to fill out. If I
have to go to the Help or FAQ, organize it the way I think.
Provide all the answers, not just the part that marketing folks
feel comfortable with. Give me a way to run a diagnostic on my
own problem, so I can troubleshoot it myself. Admit all problems,
and send me to a discussion board where other consumers have come
up with solutions.
"Exceed my expectations."
The road to delight leads past satisfactory performance.
When you give me more than I expect, I'm pleased. If you go
beyond the standard a few more times, I am yours.
"Talk to me in real time."
If I've just put a product in the shopping cart, don't act
like you don't know. Drop the pitch for that product. Add stuff
about add-ons. Just as I expect used links to change color, I
expect your system to know where I have been and what pages I
have looked at, adjusting the text to reflect that.
Develop a deep understanding of how your customers do their
jobs. — Patricia Seybold and Ronni Marshak,
Customer.com
"Let me customize the content."
I like some content, and I want to see that first. Let me
choose what shows up at the top of my own page. Let me opt in for
e-mail about topics, products, services, and controversies I am
interested in right now, and when I change my mind, let me
unsubscribe from e-mail hell.
"I want to feel special."
I've been to your site so often I feel like I know you. I've
read much of your material and I have debated with you, either in
my head, or in e-mail. I expect you to recognize that I am a
repeat reader.
With all these impulses, each consumer envisions a different
text. At the least, each small group of consumers demands that
you pay attention to them, reflecting their interests in your
organization, attitude, and style.
