{"id":13690,"date":"2016-04-02T09:33:34","date_gmt":"2016-04-02T13:33:34","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=13690"},"modified":"2019-12-30T13:45:51","modified_gmt":"2019-12-30T17:45:51","slug":"why-clarity","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2016\/04\/why-clarity\/","title":{"rendered":"Why is clarity so important?"},"content":{"rendered":"<h2>6 myths of complicated copy<\/h2>\n<p>Why make copy clearer and more readable?<\/p>\n<figure id=\"attachment_13727\" aria-describedby=\"caption-attachment-13727\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"13727\" data-permalink=\"https:\/\/www.wyliecomm.com\/2016\/04\/why-clarity\/why-clarity-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/03\/why-clarity.jpg\" data-orig-size=\"480,320\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Why clarity?\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Can you read me now? Complex messages are not sophisticated, credible and authoritative, researchers find. Image by Dave Lawler&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/03\/why-clarity-300x200.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/03\/why-clarity.jpg\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/04\/why-is-clarity-so-important.png\" alt=\"Why is clarity so important?\" title=\"Why is clarity so important?\" width=\"480\" height=\"320\" class=\"size-full wp-image-13727 lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/320;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"13727\" data-permalink=\"https:\/\/www.wyliecomm.com\/2016\/04\/why-clarity\/why-clarity-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/03\/why-clarity.jpg\" data-orig-size=\"480,320\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Why clarity?\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;Can you read me now? Complex messages are not sophisticated, credible and authoritative, researchers find. Image by Dave Lawler&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/03\/why-clarity-300x200.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/03\/why-clarity.jpg\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2016\/04\/why-is-clarity-so-important.png\" alt=\"Why is clarity so important?\" title=\"Why is clarity so important?\" width=\"480\" height=\"320\" class=\"size-full wp-image-13727\" \/><\/noscript><figcaption id=\"caption-attachment-13727\" class=\"wp-caption-text\"><strong>Can you read me now?<\/strong> Complex messages are <strong><em>not<\/em><\/strong> sophisticated, credible and authoritative, researchers find. <em><a href=\"https:\/\/www.flickr.com\/photos\/davelawler\/7582209870\/\" title=\"Image by Dave Lawler\" target=\"_blank\" rel=\"noopener noreferrer\">Image by Dave Lawler<\/a><\/em><\/figcaption><\/figure>\n<p>In &#8220;Complex to Clear: Managing Clarity in Corporate Communication,&#8221; two researchers at the University of St. Gallen (Switzerland) list these reasons:<\/p>\n<ul>\n<li>Messages are becoming more complex.<\/li>\n<li>Attention spans are shrinking.<\/li>\n<li>Audience members have learned to expect clearer communications.<\/li>\n<li>People sometimes accuse organizations of deliberately obfuscating information.<\/li>\n<\/ul>\n<h3>6 fallacies of complex communication<\/h3>\n<p>Why, then, do we persist in muddying our messages? One reason, the authors say, may be that we believe that complex communications are more:<\/p>\n<ul>\n<li>Authoritative<\/li>\n<li>Immune to criticism<\/li>\n<li>Complete<\/li>\n<li>Appealing to approvers<\/li>\n<li>Sophisticated<em> <\/em><\/li>\n<li>Credible<\/li>\n<\/ul>\n<p>Problem is, write authors Martin J. Eppler, Ph.D, and Nicole Bischof, these assumptions &#8220;are based on the premise that the receivers of a complex message will blame themselves for not understanding it.&#8221;<\/p>\n<p>And that&#8217;s not true in this information-rich world, where if you don&#8217;t communicate the message clearly, someone else will.<\/p>\n<p>Besides, write Eppler and Bischof, years of research on persuasive communications show that messages are credible and convincing only if audience members connect with them. And nobody connects with overly complicated information.<\/p>\n<div id='MC-CTC-READ' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-10\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How can you reach <em>all<\/em> of your readers?<\/h3>\r\n<p>Read it and weep. More than half of all Americans have basic or below-basic reading skills, according to the DOE\u2019s latest adult literacy test.<\/p>\r\n\r\n<p>How well are you doing reaching these folks with your messages? <a title=\"Rev Up Readability \u2014 our clear-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/corporate-communication-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training.png\" alt=\"Rev Up Readability \u2014 our clear-writing workshop\" title=\"Rev Up Readability \u2014 our clear-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training.png\" alt=\"Rev Up Readability \u2014 our clear-writing workshop\" title=\"Rev Up Readability \u2014 our clear-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><\/p>\r\n\t\r\n<p>To reach all of your readers \u2014 regardless of their reading level \u2014 please join me at <a title=\"Rev Up Readability \u2014 our clear-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/corporate-communication-training\/\" target=\"\" rel=\"noopener\"><strong>Rev Up Readability<\/strong><\/a>, \u2014 our clear-writing workshop.<\/p>\r\n\r\n<p>You\u2019ll learn to make every piece you write easier to read and understand. You\u2019ll walk away with secrets you can use to reach more readers, measurably improve readability and sell concise writing to management. And you\u2019ll learn to write messages that get more people to read your piece, read more of it, read it faster, understand it better and remember it longer.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/corporate-communication-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/corporate-communication-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>___<\/p>\n<p>Source: Martin J. Eppler, Ph.D., and Nichole Bischof, &#8220;Complex to Clear: Managing Clarity in Corporate Communication,&#8221; University of St. Gallen, November 2011<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bust these 6 myths of complicated copy<\/p>\n","protected":false},"author":6,"featured_media":22496,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[274],"tags":[265,256,190],"class_list":{"0":"post-13690","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-readability","8":"tag-communication","9":"tag-readership","10":"tag-research","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why clarity?<\/title>\n<meta name=\"description\" content=\"Why is clarity so important? 6 myths of complicated copy. 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