{"id":23296,"date":"2023-05-30T06:23:12","date_gmt":"2023-05-30T10:23:12","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=23296"},"modified":"2023-12-27T11:51:47","modified_gmt":"2023-12-27T15:51:47","slug":"short-form-digital-content","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/05\/short-form-digital-content\/","title":{"rendered":"Short-form digital content helps readers choose"},"content":{"rendered":"<h2>Too many options paralyze people<\/h2>\n<p>Here\u2019s a famous story among persuasion researchers and Malcolm Gladwell fans:<\/p>\n<figure id=\"attachment_31988\" aria-describedby=\"caption-attachment-31988\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31988\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/what-is-readability\/short-content\/long-form-vs-short-form\/short-form-digital-content-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content.png\" data-orig-size=\"450,300\" 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=\"short-form-digital-content\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Overwhelmed by choice&lt;\/strong&gt; From jars of jam to 401(k) plans, when you give readers too many choices, they often give up. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/empty-paper-card-woman-hand-isolated-159796082&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Photo credit: Taigi&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content.png\" alt=\"Short-form digital content\" title=\"Short-form digital content\" width=\"450\" height=\"300\" class=\"size-full wp-image-31988 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"31988\" data-permalink=\"https:\/\/www.wyliecomm.com\/writing-tips\/what-is-readability\/short-content\/long-form-vs-short-form\/short-form-digital-content-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content.png\" data-orig-size=\"450,300\" 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=\"short-form-digital-content\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Overwhelmed by choice&lt;\/strong&gt; From jars of jam to 401(k) plans, when you give readers too many choices, they often give up. &lt;a href=&quot;https:\/\/www.shutterstock.com\/es\/image-photo\/empty-paper-card-woman-hand-isolated-159796082&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Photo credit: Taigi&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content.png\" alt=\"Short-form digital content\" title=\"Short-form digital content\" width=\"450\" height=\"300\" class=\"size-full wp-image-31988\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/05\/short-form-digital-content-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-31988\" class=\"wp-caption-text\"><strong>Overwhelmed by choice<\/strong> From jars of jam to 401(k) plans, when you give readers too many choices, they often give up. <a href=\"https:\/\/www.shutterstock.com\/es\/image-photo\/empty-paper-card-woman-hand-isolated-159796082\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Photo credit: Taigi<\/em><\/a><\/figcaption><\/figure>\n<p>When a researcher offered shoppers 24 types of jam, many customers stopped by for a sample, but only 3% made a purchase. But when the researcher offered only six kinds, 30% of shoppers ended up buying jam.<\/p>\n<p>\u201cWhen people had too many choices, they just walked away,\u201d says Sheena Iyengar, the researcher and author of <a href=\"http:\/\/www.amazon.com\/Art-Choosing-Sheena-Iyengar\/dp\/0446504106\" target=\"_blank\" rel=\"noopener noreferrer\"><em>The Art of Choosing<\/em><\/a>.<\/p>\n<p>Iyengar, a business professor at Columbia University, studies how people make decisions. When it comes to choice, her research shows again and again, less is almost always more.<\/p>\n<h3>Avoid overwhelming people.<\/h3>\n<p>People are also overwhelmed by the amount of information it takes to make decisions about:<\/p>\n<p><strong>401(k) plans<\/strong>. In a study for Vanguard, Iyengar found that for every 10 funds a company added to its options, the number of employees enrolling dropped by 2%. With two options, 75% of employees participated; when there were 59 funds, only 60% enrolled.<\/p>\n<p>\u201cIf it\u2019s a lot of work to choose among the funds, many people will postpone the decision and never sign up,\u201d she says.<\/p>\n<p><strong>Medicare plans<\/strong>. When seniors had to choose a Medicare prescription drug benefit in 2006, they were overwhelmed by dozens of similar options. In the end, some 10% of seniors didn\u2019t enroll by the deadline, even though it meant they\u2019d have to pay extra to enroll late.<\/p>\n<p>The problem, Iyengar says: \u201cThe program designers focused primarily on giving people quantity but not on quality.\u201d<\/p>\n<p><strong>Health care plans<\/strong>. One of the most complex decisions we ask consumers to make is to choose among health insurance plans.<\/p>\n<p>It\u2019s not uncommon for consumers to have to compare more than 15 plans on each of 10 to 12 factors. And integrating different types of information and different types of variables makes decision-making even harder, according to researchers (Payne, Bettman and Johnson, 1993; Slovic, 1995).<\/p>\n<p>Making matters worse, this information often:<\/p>\n<ul>\n<li>Includes technical terms and complex ideas<\/li>\n<li>Requires the reader to weigh factors based on their own values, preferences and needs<\/li>\n<li>Calls for readers to also consider coverage, benefits and costs<\/li>\n<\/ul>\n<h5>\u201cMore information doesn\u2019t always improve decision-making; in fact, it can undermine it.\u201d<\/h5>\n<h6>\u2014 Judith H. Hibbard and Ellen Peters, researchers<\/h6>\n<p>For instance, if one hospital has high consumer satisfaction scores but average measures of safety and effectiveness, and another is highly effective but ranks low in satisfaction and safety, how do consumers weigh these factors in their choices?<\/p>\n<h3>What\u2019s wrong with choice?<\/h3>\n<p>Making a choice takes three mental tasks, Iyengar says:<\/p>\n<ul>\n<li>Figuring out what you want<\/li>\n<li>Understanding the options<\/li>\n<li>Making trade-offs<\/li>\n<\/ul>\n<p>This exercise becomes more complex as the choices multiply.<\/p>\n<p>It would seem that the more information we give people, the better off they\u2019d be.<\/p>\n<p>But \u201chaving an abundance of information does not always translate into\u201d informed choices, <a href=\"http:\/\/www.ncbi.nlm.nih.gov\/pubmed\/12428034\" target=\"_blank\" rel=\"noopener noreferrer\">write researchers Judith H. Hibbard and Ellen Peters<\/a>. \u201cThe amount of information may exceed human information processing skills.\u201d<\/p>\n<p>And when that happens, people shut down. They may simplify the decision by relying on others\u2019 advice, by ignoring some of the information or by basing their decisions on the wrong things. Or they may not make a decision at all (Hibbard, Slovic and Jewett, 1997).<\/p>\n<h3>4 ways to reduce option overload.<\/h3>\n<p>So how can you make it easier for your readers to make a decision \u2014 instead of giving up and going home? Here are four ways to do that:<\/p>\n<p><strong>1. Reduce the number of options<\/strong>. People can keep track of five to nine choices, according to 60 years of brain research. Increase that to 20 or 30 options or more, and people become paralyzed or frustrated.<\/p>\n<p><strong>2. Think in decision layers<\/strong>. Try the three-by-three rule: Offer a matrix of three categories, each with three options. That\u2019s nine options, but presented in a way that\u2019s easier to think through.<\/p>\n<p>Instead of deciding between nine options, readers make two decisions between three options each.<\/p>\n<table class=\"pinktable\" style=\"background-color: #ffffff; width:50%;\" border=\"1\" cellspacing=\"0\" cellpadding=\"3\">\n<tr>\n<td style=\"text-align: center; background-color: #b8cacd;\" colspan=\"2\"><strong>401(k) investment options<\/strong><\/td>\n<\/tr>\n<tr>\n<td style=\"width:25%; font-weight:bold;\">High risk<\/td>\n<td style=\"width:25%;\">Fund A<br \/>\nFund B<br \/>\nFund C<\/td>\n<\/tr>\n<tr>\n<td style=\"width:25%; font-weight:bold;\">Medium risk<\/td>\n<td style=\"width:25%;\">Fund D<br \/>\nFund E<br \/>\nFund F<\/td>\n<\/tr>\n<tr>\n<td style=\"width:25%; font-weight:bold;\">Low risk<\/td>\n<td style=\"width:25%;\">Fund G<br \/>\nFund H<br \/>\nFund I<\/td>\n<\/tr>\n<tr>\n<td colspan=\"2\" style=\"text-align:center;\"><strong>Triple whammy<\/strong> A three-by-three matrix makes it easier for readers to decide.<\/td>\n<\/tr>\n<\/table>\n<p><strong>3. Present information clearly<\/strong>. \u201cHow information is presented may be just as influential as what information is presented,\u201d Hibbard and Peters write.<\/p>\n<p>To help the reader understand:<\/p>\n<ul>\n<li><a href=\"https:\/\/revvingupreadership.com\/2013\/05\/reduce-cognitive-effort\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Reduce cognitive effort<\/strong><\/a>. Reduce the amount of information you present through decision-support tools, an information intermediary or visual displays of quantifiable information.<\/li>\n<li><strong>Bring the experience to life<\/strong>. Show people what the decision will mean to them in real life through narratives, vivid details and tailoring.<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-use-statistics-in-persuasive-writing\/\"><strong>Reframe the data<\/strong><\/a>. Help readers see the significance of the information by highlighting, framing and otherwise presenting the data.<\/li>\n<\/ul>\n<p>\u201cMost presentations of comparative information are based on the assumption that consumers know what is important to them and where their self-interest lies,\u201d Hibbard and Peters write. \u201cThese assumptions are faulty.\u201d<\/p>\n<p><strong>4. Make it vivid<\/strong>. Show, don\u2019t tell. Instead of asking how big a risk readers can tolerate, give them a picture of that risk.<\/p>\n<p>Literally.<\/p>\n<p>When Iyengar asked study participants whether they\u2019d like a free ticket to see amazing scenery but with a steep drop-off from a cliff, 90% took the free ticket. But when she showed pictures of that steep drop-off, only 50% accepted the ticket.<\/p>\n<p>\u201cWhen there\u2019s a vivid scenario \u2014 say, a picture of money leaving your wallet, not just a number \u2014 people understand the consequences better than when they are presented with abstract notion of risk,\u201d Iyengar says. \u201cCasinos know this, which is why they have you gamble with chips, not actual money.\u201d<\/p>\n<h3>Other benefits of short form digital content<\/h3>\n<p>Short form digital content also makes messages <a href=\"https:\/\/revvingupreadership.com\/2020\/02\/short-form-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">easier to read<\/a>, <a href=\"https:\/\/revvingupreadership.com\/2020\/02\/short-form-content-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">more efficient to read<\/a> and <a href=\"https:\/\/revvingupreadership.com\/2020\/02\/long-form-vs-short-form-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">easier to understand and remember<\/a>. And it helps readers <a href=\"https:\/\/www.wyliecomm.com\/2020\/02\/short-form-vs-long-form\/\" rel=\"noopener noreferrer\">make better decisions<\/a>.<\/p>\n<p style=\"text-align:center; font-weight:bold;\">How long should your content really be?<\/p>\n<p>_____<\/p>\n<p>Sources: <\/p>\n<p>Judith H. Hibbard and Ellen Peters, \u201c<a href=\"http:\/\/www.ncbi.nlm.nih.gov\/pubmed\/12428034\" target=\"_blank\" rel=\"noopener noreferrer\">Supporting Informed Consumer Health Care Decisions: Data Presentation Approaches that Facilitate the Use of Information in Choice<\/a>,\u201d <em>Annual Review of Public Health<\/em>, 2003, Vol. 24, pp. 413-33<\/p>\n<p>Penelope Wang, \u201cHow to make better investment choices,\u201d Money, June 2, 2010<\/p>\n<div id='MMC-Clear' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-81\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/clear-writing-training-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" 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-mmc.png\" alt=\"Clear-writing workshop, a mini master class\" title=\"Clear-writing workshop, a mini master class\" 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><h3>Reach more readers with tight writing<\/h3>\r\n\t\r\n<p>Would your piece be twice as good if it were half as long? Yes, say readability experts.<\/p>\r\n\t\r\n<p>So how long should your message be? Your paragraphs? Your sentences? Your words? What reading ease level should you hit?<\/p>\r\n\t\r\n<p>Learn how to write clearer, more concise messages at our <a title=\"Clear-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/clear-writing-course\/\" target=\"\" rel=\"noopener\"><strong>clear-writing course<\/strong><\/a>.<\/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\/mini-master-classes-home\/clear-writing-course\/\" 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\/mini-master-classes-home\/clear-writing-course\/\" 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","protected":false},"excerpt":{"rendered":"<p>Too many options paralyze people<\/p>\n","protected":false},"author":6,"featured_media":31988,"comment_status":"open","ping_status":"closed","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":[271],"tags":[12217,122],"class_list":{"0":"post-23296","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-story-length","8":"tag-digital-content","9":"tag-story-length","10":"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>Short-form digital content<\/title>\n<meta name=\"description\" content=\"Short form digital content helps readers choose: When you give your target audience too many options, they often give up. 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