Publications: Thing or Behavior?
Posted February 8, 2011on:
If you started to think about your company’s publications as behaviors instead of things, would such a shift in perspective change the resulting documents? Would your customers respond to your message in a different way?
Consider the publications that you and others in your company create—they probably run the gamut, from sales and marketing literature to online pages to proposals to technical documentation and maybe even to interactive multimedia presentations and video scripts.
Like most writers, you work with others to establish the requirements for each publication and to generate and refine its specifications. You create an outline that captures the topics, features and procedures to be included in each document and organize that content in a way that satisfies the project specifications.
Such an approach is based on seeing the document as a thing. And, while it may be necessary, at least in part, is it sufficient? Does it really satisfy your customers’ needs? Does it let you wring every last drop of value out of what you spend on trying to connect with your customers?
What if you viewed a publication as a set of behaviors, instead of just a thing?
For starters, this might mean that your project requirements stated how your company’s customers would interact with the publication—and any associated product. After all, why do your customers read your stuff? What do they expect to get out of it?
If you thought about customer behaviors—for example, how they use the publication, the ways in which they need to access the document, how they find topics, how they use the information, what other resources they might need, how they might use the document as a focal point for customer-to-customer and customer-to-company interaction—would those considerations change your document specifications? Would the specs begin to reflect a mindset that took user experience into account?
If you viewed each publication as describing, prescribing and integrating a dynamic set of behaviors among your customers, your products and your company, how would that change the types of documents you create?
Would you enhance your publication model to include various scenarios and anticipated interactions that played to customer needs and experiences?
Begin to think about your company’s publications as behaviors instead of things, and I’ll bet your documents become more interactive, more dynamic, more user-friendly and more attuned to your customers.
Now let’s talk: What is your opinion? If you create publications, what is your approach? As a customer, how do you respond to companies’ offline and online publications: What do you like about them? What don’t you like? You can leave your comment at the top of this post. Elizabeth Lexleigh LexPower The Write Ideas