A couple of weeks ago I went on the website of a nonprofit organization. I was there to register as a volunteer wanting to help.
One of the questions asked was what area I wanted to do volunteer work. The options I could choose from were in a drop-down menu. The options were a list of acronyms. I was required to select one in order to submit my request to volunteer. I only knew what a couple of the acronyms in the list stood for (and neither were in the area I was desiring to support). I was frustrated and stressed because I really wanted to support the organization and they weren’t making it easy.
The list may have made perfect sense to those who have been with the organization for a long time. As a new, potential volunteer, it could have been written in Greek and I would have understood it just as well. I don’t speek or understand Greek. Fortunately, they also included a text field where I could write out what I wanted to do. When the problem was pointed out, they quickly updated the webpage.
I wonder how many volunteers they lost because of that list of acronyms. I also wonder how many potential customers you and I lose regularly because we don’t communicate in a way the person understands.
Photos and images can help quickly communicate information and concepts that would require a significant amount of text to do the same. Many people will not read paragraphs or pages of text and not consider your company products and services again. However, appropriate photos and images can usually eliminate much of the text and add interest at the same time.
Review the copy you use and ensure it is targeted to reach those in your market. Consider adding photos and images to better explain the benefits to be received from those items. Don’t lose potential customers because you are writing in Greek.
Photo credit: Pathathai Chungyam
This post is part of Dr.Mani’s 30 Day Blog Challenge. Other participating blog posts include:
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One of my consulting clients has a Michigan based, healthy living business. We used the approach I outlined previously to survey his customers about their interest level in 5 different product categories he wants to develop. The owner was very pleased with the initial results. In todays post in want to share the results the results.