{"id":25936,"date":"2021-03-09T06:11:26","date_gmt":"2021-03-09T10:11:26","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=25936"},"modified":"2023-12-27T11:36:39","modified_gmt":"2023-12-27T15:36:39","slug":"whats-the-value-of-readability-research","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/03\/whats-the-value-of-readability-research\/","title":{"rendered":"What\u2019s the value of readability [research!]?"},"content":{"rendered":"<h2>Save money, make money and more with readable messages<\/h2>\n<p>What are the benefits of making your message measurably easier to read and understand?<\/p>\n<figure id=\"attachment_25938\" aria-describedby=\"caption-attachment-25938\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"25938\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/whats-the-value-of-readability-research\/readability-level-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level.png\" data-orig-size=\"453,300\" 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=\"readability-level\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;That\u2019s ROI&lt;\/strong&gt; Get your message read and shared by boosting your readability level.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level-300x199.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level.png\" alt=\"Readability research\" title=\"Readability research\" width=\"453\" height=\"300\" class=\"size-full wp-image-25938 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level.png 453w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level-300x199.png 300w\" data-sizes=\"(max-width: 453px) 100vw, 453px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 453px; --smush-placeholder-aspect-ratio: 453\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"25938\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/whats-the-value-of-readability-research\/readability-level-3\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level.png\" data-orig-size=\"453,300\" 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=\"readability-level\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;That\u2019s ROI&lt;\/strong&gt; Get your message read and shared by boosting your readability level.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level-300x199.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level.png\" alt=\"Readability research\" title=\"Readability research\" width=\"453\" height=\"300\" class=\"size-full wp-image-25938\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level.png 453w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/readability-level-300x199.png 300w\" sizes=\"(max-width: 453px) 100vw, 453px\" \/><\/noscript><figcaption id=\"caption-attachment-25938\" class=\"wp-caption-text\"><strong>That\u2019s ROI<\/strong> Get your message read and shared by boosting your readability level. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/portrait-benjamin-franklin-on-hundred-dollar-244853692\" rel=\"noopener\" target=\"_blank\"><em>Image by Fablok<\/em><\/a><\/figcaption><\/figure>\n<p>Readability formulas measure how easy your message is to read based on average number of words per sentence, percentage of polysyllabic words and familiarity of words on the Dale Chall list.<\/p>\n<p>Readable messages:<\/p>\n<h3>1. Increase reading.<\/h3>\n<p><a href=\"https:\/\/www.amazon.com\/Smart-Language-Readers-Readability-Grading\/dp\/141965439X\" target=\"_blank\" rel=\"noopener\">Readable writing gets read<\/a>, writes plain-language advocate William H. DuBay:<\/p>\n<ul>\n<li><strong>Articles written at the 6th-grade level<\/strong> get 18% to 60% more readership than those written at the 9th-grade level, found Donald Murphy, editor of <em>Wallaces Farmer<\/em>, in a split-run test.<\/li>\n<li><strong>Wire service stories with Flesch scores of 8th grade and below<\/strong> got 67% more readers than those with Flesch scores of 9th grade and above, found Bernard Feld in a readership survey.<\/li>\n<li><strong>Local stories with Flesch scores of 8th grade and below<\/strong> got 75% more readers than those with Flesch scores of 9th grade and above, Feld found in that same test.<\/li>\n<\/ul>\n<p>Why do the hard work it takes to increase readability? Because making your copy easier to read can convince people to read more of your message, understand it faster and remember it longer.<\/p>\n<h3>2. Get read more fully.<\/h3>\n<p>Researcher Charles E. Swanson found that:<\/p>\n<ul>\n<li><strong>People read 93% more of the easy version of a story<\/strong> (1.3 syllables per word) than of the hard (1.7 syllables per word) version.<\/li>\n<li><strong>Some 82% more people read the entire easy piece<\/strong> than read the whole hard piece.<\/li>\n<\/ul>\n<p>Want to increase page view time and get more of your message across? Readability is the answer.<\/p>\n<h3>3. Get understood better.<\/h3>\n<p>When copy is easier to read, it\u2019s also easier to understand, found researchers Curtis D. Hardyck and Lewis F. Petrinovich.<\/p>\n<p>Want people to understand your message? Make it easier to read.<\/p>\n<h3>4. Boost reading speed, retention.<\/h3>\n<p><strong>The more readable version of a training manual (7th-grade level) increased reading speed<\/strong>, <strong>retention and appeal<\/strong> over the 12th- and 16th-grade versions, found George Klare, a leading readability researcher in a study for the Air Force.<\/p>\n<p>Two years later, Klare found that easy (7th- to 8th-grade) messages significantly increased reading speed and retention over hard (13th- to 15th-grade) copy in a study of 120 aviators.<\/p>\n<p>Want people to read your message faster and remember it longer and enjoy it more? Boost readability.<\/p>\n<h3>5. Get shared more often.<\/h3>\n<p>The lower the reading grade level of the article headline, the more likely it is to get shared on Facebook, Zarrella\u2019s research shows. Headlines written at the:<\/p>\n<ul>\n<li><strong>5th-grade level got shared 15% more<\/strong> often than average.<\/li>\n<li><strong>9th-grade level got shared 10%<\/strong> more often than average.<\/li>\n<li><strong>15th-grade level got shared nearly 20% <em>less<\/em><\/strong> often than average.<\/li>\n<\/ul>\n<p>Want your posts to travel the world instead of staying home on the couch? Make it more readable.<\/p>\n<h3>6. Save money, make money.<\/h3>\n<p>Bad writing causes 40% of the cost of managing business transactions, estimates DuBay. He cites:<\/p>\n<ul>\n<li><strong>Newsletters<\/strong> that reach only a fraction of the targeted audience<\/li>\n<li><strong>Press releases<\/strong> that never make the news<\/li>\n<li><strong>Websites<\/strong> that fail to inform and motivate readers to act<\/li>\n<\/ul>\n<p>\u201cTry to imagine the costs of poor writing \u2026 in business, government, and law,\u201d writes Joseph Kimble, chair of the Thomas M. Cooley Law School\u2019s Research &amp; Writing Department. \u201cThe costs are almost beyond imagining, and certainly beyond calculating.\u201d<\/p>\n<p>Kimble goes beyond trying to imagine those costs. This lawyer\/clear-writing advocate shares <a href=\"https:\/\/web.archive.org\/web\/20010526215907\/http:\/plainlanguagenetwork.org\/kimble\/dollars.htm\" target=\"_blank\" rel=\"noopener\">case studies of organizations that have saved time<\/a> and money and otherwise improved business practices by making their copy easier to read.<\/p>\n<p>Among them:<\/p>\n<ul>\n<li><strong>Save money<\/strong>. FedEx saved $400,000 per year by rewriting operations manuals to make it 80% less time-consuming for users to find the information they were looking for. That doesn\u2019t count the costs of mistakes when users couldn\u2019t find the right answers.<\/li>\n<li><strong>Move people to act<\/strong>. When the U.S. Army rewrote a memo to 129 officers, suggesting that they perform a specific task, those who got the more readable memo were twice as likely to act on the day they received it.<\/li>\n<li><strong>Increase productivity<\/strong>. The U.S. Navy learned that it could save $27 million to $37 million a year in officer time by rewriting its business memos. Officers were able to read the revised memos in 17% to 27% less time.<\/li>\n<\/ul>\n<p>Readable copy, Kimble writes:<\/p>\n<ul>\n<li><strong>Streamlines procedures and paperwork<\/strong>, makes it easier to train staff, and increases staff productivity and morale.<\/li>\n<li><strong>Reduces confusion, complaints and claims<\/strong>, and it improves customer satisfaction.<\/li>\n<li><strong>Increases sales and raises the company\u2019s standing<\/strong> in the marketplace.<\/li>\n<\/ul>\n<p>Want to increase the ROI of your channels and boost your organization\u2019s bottom line? <a href=\"https:\/\/www.wyliecomm.com\/writing-tips\/readability\/importance-of-readability\/\">Improve your readability<\/a>.<\/p>\n<h3>How readable is your message?<\/h3>\n<p>To get your readability score, run your copy through a readability test like the:<\/p>\n<ul>\n<li>Automated Readability Index<\/li>\n<li>Coleman Liau Index<\/li>\n<li>Flesch-Kincaid Grade Level test<\/li>\n<li>Flesch Reading Ease Formula (aka the Flesch Reading Ease Test)<\/li>\n<li>Gunning Fog Index<\/li>\n<\/ul>\n<p>Is your piece too difficult to read? Reduce sentence length. Translate unfamiliar words and long words.<br \/>\n___<\/p>\n<p>Sources: William H. DuBay, <a href=\"https:\/\/www.amazon.com\/Smart-Language-Readers-Readability-Grading\/dp\/141965439X\" target=\"_blank\" rel=\"noopener\"><em>Smart Language: Readers, Readability, and the Grading of Text<\/em><\/a>, Impact Information, Jan. 25, 2007<\/p>\n<p>William H. DuBay, <a href=\"http:\/\/www.impact-information.com\/Resources\/YourStakeinPlainLanguage.pdf\" target=\"_blank\" rel=\"noopener\">Your Stake in Plain Language<\/a> (PDF), Impact Information (Costa Mesa, California), 2004<\/p>\n<p>Joseph Kimble, \u201c<a href=\"https:\/\/www.amazon.com\/Writing-Dollars-Please-Language-Government\/dp\/1611631912\/ref=sr_1_1?dchild=1&amp;keywords=writing+for+dollars+writing+to+please&amp;qid=1614720602&amp;s=books&amp;sr=1-1\" target=\"_blank\" rel=\"noopener\"><em>Writing for Dollars, Writing to Please<\/em>,\u201d May 26, 2001 \u2014 Aug. 6, 2020<\/p>\n<p>Dan Zarrella, The Facebook Marketing Book, O&#8217;Reilly Media, 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%\" 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