First and foremost, I actually had to apply the F-Pattern to my post because I mistakenly did not include it in the previous assignment, resulting in a major word wall. Even if I spaced out the large amount of text from the initial post, it would have led to a ridiculously long web page which again, no reader would want to read.  By applying the F-Pattern I finally added a headline, subheadings, a summary, bulleted list, and visuals (images and infographic). The infographic illustrated the process of building custom furniture for clients. The summary introduced the company (Who, what, why), the subheadings separated content for visual appeal and ease of reading, and the bulleted list explains what customers can expect on their end during this process.

In addition to incorporating the F-Pattern, I had to rewrite the information to create content that is written in plain language. In class we discussed that although the F-Pattern helps readers scan pages and move fluidly throughout the text, it must be combined with plain language so that readers can find the content they need, understand it, and use it to fulfil their purpose. I began by breaking up lengthy sentences, using more common words, and eliminating unnecessary information. In class we spoke about how people scan content to find what they are looking for, and I did not realize how short the average attention span is and the fact that it has recently decreased year over year. This is why it is so important to use plain language WITH the F-pattern.

Examples

“Are you worried about adhering to a specific style or the overall cohesion of your space?”

Sounds much better as:

“Furnisure combines craftsmanship with design to give clients exactly what they’re looking for.”

Similarly, the 5-step process can be scanned more easily when it is presented as this:

Than this:

“Furnisure connects you with an experienced interior designer for a full consultation in order to fully establish the desired outcome of your project. After this, the designer consults all

necessary departments required, such as carpentry or textile, drafts a concept and delivers it back to you. Once you approve the concept after any necessary revisions, the designer submits the final draft to our team of skilled craftsmen. All you have to do is wait for a completion notification and your new masterpiece will be on its way to you through our free delivery service.”

When explaining a process, instructions, etc. 82% of people prefer plain language so they can thoroughly understand the process that is included in the content. Therefore, clear, and concise information using common words helps the reader to better understand it. Adding an infographic/visual further helps and boosts recall because the most easily consumed content is visual.  Infographics are an important visual element because they can increase web traffic by 12% and they are 30 times more likely to be read in full than blog posts or news articles.[1] Furthermore, they can increase sales by up to 80% as they are understood better than written instructions or steps.[2] This is crucial in meeting Furnisure’s goal to increase sales and develop relationships with clients .

[1] https://blog.hubspot.com/marketing/infographic-stats

[2] Ibid.

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Objective 1: Readers can find what they need

In order to ensure that readers can find what they need, I first had to determine the target audience that will be reading the introductory post for my business. I then to determine the characteristics of the reader because this is what influenced the design of the content. This then allowed me to determine what the audience knows and what they need to know based on these characteristics. First and foremost, the reader is an older adult looking for custom furniture and possibly restoration services, so the very first sentence of the text begins with “Furnisure offers” so that the reader will know immediately whether the company can give them what they are looking for.

Followed by “Furnisure offers”, I included “locally made, custom furniture and restoration services right here in Windsor.” Since this is a local business, the intended audience is readers who reside in Windsor-Essex County and are looking for custom furniture in near their hometown/city. People who want custom furniture are looking to avoid wasting time browsing and know that they are going to get exactly what they want, so the content visually outlines the simple 5-step process that the company uses.

Objective 2: The reader can understand it

            This requires writing the content in plain language and structuring it so the reader can be guided through it while understanding it. In order to do this, I wrote in shorter, broken up sentences that are separated by subheadings, high quality images, and infographics to make the material easier to understand and recall. It is also helpful to use san-serif fonts when writing in plain language for web to make it easier to read. I also applied a positive, conversational tone rather than using a neutral/negative tone to ensure the language is appropriate for the B2C audience.  Using smaller sections of text with subheadings, lists, and common words like “materials” rather than “textiles” also helps guide the reader through the content and further aids them in understanding it.

The post begins by explaining who Furnisure is and what they offer. They also explain that they understand why people prefer custom furniture – they have a unique style and purpose for the product. The post explains that they can provide the customer with what they are looking for by making their vision become a reality. If a consumer decides to consider working with Furnisure, they can read further to the infographic that clearly and concisely outlines the made-to-order process. Next the post explains in a bulleted list, the few, easy requirements of the client, which basically just further explains how simple the process is. The post concludes by restating Furnisure’s dedication to satisfying their clients and the value that they offer.  

Objective 3: The reader can fulfil their purpose

The audience is reading this content with the purpose of ordering custom furniture through a company that best suits their needs. Writing this post in plain language with details that are specific to the reader’s needs allows the content to be easily consumed by the intended audience. The content uses common words within clear and concise language to provide the reader with a brief summary of the company, it’s simple crafting process, and the value that it offers to the consumer. Writing in this format allows the content to be technically accurate, interesting, relevant, clear, and understandable. Using this method of explaining information to the designated reader is the only way that they will be able to fulfil their purpose, or in this case decide to book a consultation based on the content they scanned.

The post Assignment 3: Q3 appeared first on ADV421 Furnisure Blog.

Original post from Assignment 1 that does not follow the F-Pattern:

Looking back, obviously, no one on the web would want to read this.

New introductory post following the F-Pattern & plain language:

Furnisure: A New Take on Custom Furniture and Restoration

Furnisure offers locally made, custom furniture and restoration services right here in Windsor.  Whether you are looking for a new kitchen table to match your modern space or you just need to freshen up your old rocking chair, Furnisure is here to help!

When it comes to furniture, not everyone wants to take the one-size-fits-all approach. You and your home have a unique style, and you deserve a product that reflects this. This is why Furnisure includes you in every step of the way to make your vision become a reality.

Furnisure’s 5 Step Process for made-to-order furniture

All you need to do is:

• Book your consultation to meet with a designer. You will discuss details such as dimensions, materials, and colour.
• Get updates every step of the way.
• Sit back and wait for our free delivery service to bring you your masterpiece.

Furniture and interior design go hand-in-hand to make your home a unique space. This is why Furnisure combines craftsmanship with design to give clients exactly what they’re looking for.

Book a consultation today so you can stop browsing and start creating.

The post Assignment 3: Q2 appeared first on ADV421 Furnisure Blog.

a. How would you explain to someone what “plain English writing” is? (3 marks)

Put simply, plain English writing is the method of writing with reader (target audience) in mind so that it is clear, concise, correct, and most importantly, easily read. The reader should be able to easily find what they need, understand it, and use it to fulfill their purpose. This is an important principle in creating content because everything revolves around the consumer, so content MUST be written in a way that is tailored to the way that they consume it. Plain language uses common words, uses pronouns to speak directly, contains short sentences, and is positive wherever possible while taking into account what the reader needs to know about the topic. It takes into account who the reader is, what they know, and what they need.

Plain English writing has three main objectives:

• Readers can find what they need
• They can understand it
• They can use it to fulfill their purpose

It is important to remember that writing in plain language should never be a way to “dumb something down,” avoid the use of technical words, or be imprecise. It is simply the best form of writing that shows you respect the reader and value their time.

For example, consider this line written for participants signing up for an exercise class:

“After the class, you may experience extreme fatigue or even moments of dizziness. In attempt to avoid this, be sure to arrive to the facility fully hydrated.”

It is much clearer like this:

“Feeling tired or lightheaded is normal. You can help prevent this by drinking water before coming to class.”

b. What makes plain English writing different? (4 marks)

Plain English is different because it’s main priority is to be read easily by taking the audience into account, organizing information logically, writing for action, keeping the text concise, and being designed specifically for reading. It is written with the sole purpose of people being able to understand it. If people do not understand your content, they will not continue to read it, which means it is useless to them.

Example: In an episode of Schitt’s Creek, Moira and her son David are attempting to cook dinner for their family. Neither of them is familiar with the basics of cooking because they were rich before falling on hard times, so they never had to cook for themselves. When the instructions require them to “fold in” the cheese and they have no idea how to do it because the recipe card is not written in plain language. They had to later watch a tutorial on YouTube explaining the technique of folding in. The term “fold” may be considered jargon to readers who are unfamiliar with cooking, therefore, it should be followed by an explanation or simple diagram to follow

Plain language: Combine the cheese and the dough by lifting them together until they become one mixture. Make sure you do not over-stir it!

This is why plain language uses common words while staying concise in order to deliver information to the reader in a way that makes it easy to understand, so they can fulfill their purpose. 82% of readers appreciate this over alternative forms of language for instructions because it saves them time. This is because plain language takes into account what the reader knows, in addition to what they need to know. It also takes into account that nearly half (42%) of Canadian adults experience literacy challenges, so plain language avoids using jargon.

Content is the by-product of all work and research conducted in order to meet an objective.  The consumer must always be at the forefront of this content creation, and we cannot assume anything about our audience, or we will not meet our objective. Plain language exists to ensure that this content is tailored to the needs and abilities of the reader so that they actually consume the content.  

c. What is plain language writing for the web and in detail, in your own words, why is it important? (4 marks)

Plain language writing for the web produces content that keeps the intended audience on your page/site by ensuring that it engages them and fulfills their purpose. This allows a company to offer readers a usable website that helps them accomplish their intended goals. Writing in plain language for the web allows you to effectively communicate with the reader through your content and guide them through steps, processes, etc. that vary depending on the web page. Each goal will require different content that follows plain writing principles.

Content will need to be written with fewer words, no wordy phrases or jargon, shorter sentences, and no word walls. You must also ensure that pages do not become too long due to the amount of content because the lower they have to scroll/read, the less that lower content will be read/consumed. Plain language writing for the web also applies to visual elements such as headings, fonts, format, and images. This must also be taken into consideration when writing for the intended audience.  

This is important because plain language writing:

• Saves time and money
• Everyone appreciates clarity
• People won’t dread reading your writing
• You empower your readers

Plain language writing for the web should:[1]

• Be concise
• Break documents into separate topics
• Use shorter paragraphs than on paper
• Use lists and bullets to organize info
• Use even more lists than print
• Include more headings containing less info under each
• Use enough white space for pages to be easily scanned
• Use words and phrases that the user would use when searching the web

Writing with the reader in mind ensures that the language is appropriate for the medium and it is consistent with the way consumers behave online. Personally, when I am trying to navigate a website with a specific purpose in mind, I expect to immediately be able to understand the content that I am reading, or I will become frustrated and leave the site to continue searching. Specifically, when I am conducting research to include additional information in my assignments, if the material is difficult to understand or I do not recognize anything we discussed in class, I continue searching. Writing in plain language delivers content to the consumer in a way that does not overwhelm them and keeps them on your site longer as they fulfill their purpose.

[1] https://www.plainlanguage.gov/resources/checklists/web-checklist/

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