From TL DR to RTFM overcoming audience reluctance

The eternal challenge: reaching our audience © 2019 Write Limited

T Too L Long D Didn’t R Read © 2019 Write Limited

R Read T The F Fill-in-the-blank MManual © 2019 Write Limited

Overcoming audience reluctance • research into why audiences don’t read manuals • common fallacies

Lost opportunities to learn Procedures not followed Tasks done incorrectly What happens if our

A research paper captured reader reluctance

In 2018 communication researchers won an award for this paper… Life Is Too Short

The award: the 2018 Ig Nobel for Literature © 2019 Write Limited

Background research showed a trend Audiences read manuals less over time © 2019 Write

Methodology and subjects 170 participants surveyed about manuals and product features 40. 6% postgraduate

Results • People claimed to read the manual and use all features 24% of

Further interesting findings… Least read manuals Cameras, computers, complex kitchen items Most read manuals

What discouraged readers? ‘Our findings suggest that people do not read manuals because they

Results challenge common assumptions about audiences ‘Smart people can and will read, even if

New formats = old and new audience problems Videos ‘Takes too long’ ‘Boring and

Practice and culture can break through reader reluctance

Writers and audiences TECHNICAL WRITERS SUBJECT EXPERT WRITERS writing = primary role writing =

Focused writer challenges Audiences may be far away Online help standards change quickly ‘You

Stay current and connected Strive to connect to: • audiences and end users •

SME writer challenges Needs skills in subject, writing, and presentation ‘It’s not my job’

Provide support and education Schedule writing/review time in project management Boost SME writing skills

The difference between an internal and external audience is. . . minimal! Both audiences

Structure content for your audience Tasks and features Most important first Least important later

Light and brief Friendly and welcoming in tone User-tested Content for reluctant readers needs

Distribution is key GIVE IT DEMONSTRATE AND SHOW USE FOR TRAINING PROMOTE UPDATES TRACK

Market to your audience Give content visual appeal © 2019 Write Limited

Market to your audience Encourage feedback and use feedback tools © 2019 Write Limited

Here’s to success in reaching your audience © 2019 Write Limited

Thank you! Time for questions Emily Cotlier for Write emily@write. co. nz http: //www.

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From TL: DR to RTFM overcoming audience reluctance Emily Cotlier for Write Tech. Comm. NZ Conference 2019

Overcoming audience reluctance • research into why audiences don’t read manuals • common fallacies about technical content and audiences • reaching audiences with – structure – information architecture – distribution – marketing and culture © 2019 Write Limited

Lost opportunities to learn Procedures not followed Tasks done incorrectly What happens if our audiences don’t read technical content Experts get hassled Support costs time and money Missed return on investments © 2019 Write Limited

A research paper captured reader reluctance

In 2018 communication researchers won an award for this paper… Life Is Too Short to RTFM: How Users Relate to Documentation and Excess Features in Consumer Products Alethea L. Blackler, Rafael Gomez, Vesna Popovic and M. Helen Thompson, Interacting With Computers, vol. 28, no. 1, 2014, pp. 27 -46. © 2019 Write Limited

Results • People claimed to read the manual and use all features 24% of the time • Postgraduates and people under 25 least likely to read manuals • Women 2. 5 times more likely to not read manuals • Men 1. 4 times more likely to not read manuals © 2019 Write Limited

Further interesting findings… Least read manuals Cameras, computers, complex kitchen items Most read manuals Simple kitchen items, mobile phones More complexity and features = fewer manual readers © 2019 Write Limited

What discouraged readers? ‘Our findings suggest that people do not read manuals because they find it a negative experience, overly complicated. ’ • Feature bloat in products = too much content • Feeling overwhelmed • Cross-referencing was too much work © 2019 Write Limited

Results challenge common assumptions about audiences ‘Smart people can and will read, even if it’s difficult or unattractive’ ‘The ‘digital native’ audience will be fine with our documentation’ © 2019 Write Limited

New formats = old and new audience problems Videos ‘Takes too long’ ‘Boring and not relevant’ Chat Dislike of interacting with bots Gap between expectation and delivery Augmented reality Technical difficulties Steep learning curve © 2019 Write Limited

Practice and culture can break through reader reluctance

Writers and audiences TECHNICAL WRITERS SUBJECT EXPERT WRITERS writing = primary role writing = additional role INTERNAL AUDIENCE EXTERNAL AUDIENCE reading = part of role reading = optional © 2019 Write Limited

Provide support and education Schedule writing/review time in project management Boost SME writing skills with: • training and mentoring • style guides • samples • writing-specific feedback © 2019 Write Limited

Structure content for your audience Tasks and features Most important first Least important later or last Use audience’s language Headings Unique for meaning, SEO Active and about action Detail What audience needs – and no more © 2019 Write Limited

Light and brief Friendly and welcoming in tone User-tested Content for reluctant readers needs to be… Focused on real user needs Formatted for readability Written in plain language © 2019 Write Limited

Thank you! Time for questions Emily Cotlier for Write emily@write. co. nz http: //www. write. co. nz