Josiah Fisk - What Were They Expecting?
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Presented by Josiah Fisk on March 12, 2015 at the fifth Center for Health Literacy Conference: Plain Talk in Complex Times.
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Josiah Fisk - What Were They Expecting?
- 1. Plain Talk in Complex Times 12 March 2015 Josiah Fisk President, More Carrot LLC What Were They Expecting? How User Expectations Affect the Success or Failure of Communications
- 2. Topics I Will Not Be Covering
- 7. Why am I not covering these topics?
- 8. • Because I thought you’d find all of them boring? Why am I not covering these topics?
- 9. • Because I thought you’d find all of them boring? • Because I don’t have anything to say about them? Why am I not covering these topics?
- 10. • Because I thought you’d find all of them boring? • Because I don’t have anything to say about them? • Because you aren’t expecting me to. Why am I not covering these topics?
- 11. • Because I thought you’d find all of them boring? • Because I don’t have anything to say about them? • Because you aren’t expecting me to. - we are here for a purpose Why am I not covering these topics?
- 12. • Because I thought you’d find all of them boring? • Because I don’t have anything to say about them? • Because you aren’t expecting me to. - we are here for a purpose - that purpose creates certain expectations Why am I not covering these topics?
- 14. Easy read E01 Upper GI Endoscopy Checking for problems in your stomach Copyright © 2014 EIDO Healthcare Ltd Expiry date December 2014
- 15. Easy read E01 Upper GI Endoscopy Checking for problems in your stomach Copyright © 2014 EIDO Healthcare Ltd Expiry date December 2014
- 16. You are okay with this. Easy read E01 Upper GI Endoscopy Checking for problems in your stomach Copyright © 2014 EIDO Healthcare Ltd Expiry date December 2014
- 20. You are not okay with this.
- 21. Don’t worry, I will spare you this.
- 22. EXPLORING EXPECTATIONS Expectations are often more powerful than desires.
- 23. What Do People Expect From A Communication?
- 24. (The short answer: it depends on the communication.)
- 26. 19C British novel • Sweeping themes.
- 27. 19C British novel • Sweeping themes. • Compelling plots and characters.
- 28. 19C British novel • Sweeping themes. • Compelling plots and characters. • Elaborate language, manners, and dress.
- 29. 19C British novel • Sweeping themes. • Compelling plots and characters. • Elaborate language, manners, and dress. • To be transported to another world.
- 30. 20C British television comedy
- 31. 20C British television comedy • British accents.
- 32. 20C British television comedy • British accents. • Funny costumes and voices.
- 33. 20C British television comedy • British accents. • Funny costumes and voices. • Humor that is both intellectual and silly.
- 34. 20C British television comedy • British accents. • Funny costumes and voices. • Humor that is both intellectual and silly. • To sit back, relax, and laugh.
- 35. In a word: happiness
- 36. • Reader/viewer/listener is engaged by choice. In a word: happiness
- 37. • Reader/viewer/listener is engaged by choice. • Is open to the message. In a word: happiness
- 38. • Reader/viewer/listener is engaged by choice. • Is open to the message. • Expects a positive experience. In a word: happiness
- 39. • Reader/viewer/listener is engaged by choice. • Is open to the message. • Expects a positive experience. • Looks for confirmation of that expectation. In a word: happiness
- 40. 21C British Easy Read health brochure Easy read E01 Upper GI Endoscopy Checking for problems in your stomach Copyright © 2014 EIDO Healthcare Ltd Expiry date December 2014
- 41. 21C British Easy Read health brochure • Feelings of fear and anxiety.Easy read E01 Upper GI Endoscopy Checking for problems in your stomach Copyright © 2014 EIDO Healthcare Ltd Expiry date December 2014
- 42. 21C British Easy Read health brochure • Feelings of fear and anxiety. • Prospect of discomfort or pain in near future. Easy read E01 Upper GI Endoscopy Checking for problems in your stomach Copyright © 2014 EIDO Healthcare Ltd Expiry date December 2014
- 43. 21C British Easy Read health brochure • Feelings of fear and anxiety. • Prospect of discomfort or pain in near future. • Possible need for ongoing treatment. Easy read E01 Upper GI Endoscopy Checking for problems in your stomach Copyright © 2014 EIDO Healthcare Ltd Expiry date December 2014
- 44. 21C British Easy Read health brochure • Feelings of fear and anxiety. • Prospect of discomfort or pain in near future. • Possible need for ongoing treatment. • Feeling they are in over their heads. Easy read E01 Upper GI Endoscopy Checking for problems in your stomach Copyright © 2014 EIDO Healthcare Ltd Expiry date December 2014
- 45. 21C British Easy Read health brochure • Feelings of fear and anxiety. • Prospect of discomfort or pain in near future. • Possible need for ongoing treatment. • Feeling they are in over their heads. • Confusing information. Easy read E01 Upper GI Endoscopy Checking for problems in your stomach Copyright © 2014 EIDO Healthcare Ltd Expiry date December 2014
- 46. 21C British Easy Read health brochure What to do when you have Type 2 diabetes An easy read guide
- 47. 21C British Easy Read health brochure • Fear and anxiety, but also boredom. What to do when you have Type 2 diabetes An easy read guide
- 48. 21C British Easy Read health brochure • Fear and anxiety, but also boredom. • Lecture on lifestyle and habits. What to do when you have Type 2 diabetes An easy read guide
- 49. 21C British Easy Read health brochure • Fear and anxiety, but also boredom. • Lecture on lifestyle and habits. • Something they can ignore or skimp on. What to do when you have Type 2 diabetes An easy read guide
- 50. 21C British Easy Read health brochure • Fear and anxiety, but also boredom. • Lecture on lifestyle and habits. • Something they can ignore or skimp on. • Tone at odds with their feelings. What to do when you have Type 2 diabetes An easy read guide
- 51. 21C British Easy Read health brochure • Fear and anxiety, but also boredom. • Lecture on lifestyle and habits. • Something they can ignore or skimp on. • Tone at odds with their feelings. • Confusing information. What to do when you have Type 2 diabetes An easy read guide
- 52. In a word: unhappiness
- 53. • Reader/viewer/listener is not engaged by choice. In a word: unhappiness
- 54. • Reader/viewer/listener is not engaged by choice. • Is apprehensive about the message. In a word: unhappiness
- 55. • Reader/viewer/listener is not engaged by choice. • Is apprehensive about the message. • Expects a negative experience. In a word: unhappiness
- 56. • Reader/viewer/listener is not engaged by choice. • Is apprehensive about the message. • Expects a negative experience. • Looks for confirmation of that expectation. In a word: unhappiness
- 57. 21C British Easy Read health brochure • Feelings of fear and anxiety. • Prospect of discomfort or pain in near future. • Possible need for ongoing treatment. • Feeling they are in over their heads. • Confusing information. Easy read E01 Upper GI Endoscopy Checking for problems in your stomach Copyright © 2014 EIDO Healthcare Ltd Expiry date December 2014
- 58. 21C British Easy Read health brochure About the brochure About the situation • Feelings of fear and anxiety. • Prospect of discomfort or pain in near future. • Possible need for ongoing treatment. • Feeling they are in over their heads. • Confusing information.
- 59. 21C British Easy Read health brochure But as the creator of the brochure, you have to deal with all of it. About the brochure About the situation
- 61. • Much of what is positive in the positive experience is negative in the negative experience. Irony bonus points
- 62. • Much of what is positive in the positive experience is negative in the negative experience. - stimulation of emotions Irony bonus points
- 63. • Much of what is positive in the positive experience is negative in the negative experience. - stimulation of emotions - removal from ordinary experience Irony bonus points
- 64. • Much of what is positive in the positive experience is negative in the negative experience. - stimulation of emotions - removal from ordinary experience - “entertainment factor” Irony bonus points
- 65. • Much of what is positive in the positive experience is negative in the negative experience. - stimulation of emotions - removal from ordinary experience - “entertainment factor” - reinforcement of expectations Irony bonus points
- 66. EXPLORING EXPECTATIONS Expectations are the environment your message lands in.
- 67. The Paradoxical Primacy Of Negative Expectations
- 68. Going to a movie
- 69. Going to a movie Baseline of expectations
- 70. Better Going to a movie
- 71. Way Better Better Going to a movie
- 72. OMG Way Better Better Going to a movie
- 73. OMG Way Better Better Going to a movie
- 74. OMG Way Better Better Worse Much Worse WTF Going to a movie
- 75. OMG Way Better Better Worse Much Worse WTF Going to a movie
- 76. Worse Much Worse WTF OMG Way Better Better Going to a movie
- 77. Worse Much Worse WTF OMG Way Better Better Going to a movie Actually up and leave
- 79. OMG Way Better Better Worse Much Worse WTF Reading health literature
- 83. Reading health literature Better Worse Partial or full disengagement
- 84. Disengagement
- 85. • Full: stop reading Disengagement
- 86. • Full: stop reading • Partial (“resistant reading”): Disengagement
- 87. • Full: stop reading • Partial (“resistant reading”): - skimming, scanning Disengagement
- 88. • Full: stop reading • Partial (“resistant reading”): - skimming, scanning - reading inattentively Disengagement
- 89. • Full: stop reading • Partial (“resistant reading”): - skimming, scanning - reading inattentively - reading skeptically or resentfully Disengagement
- 90. • Full: stop reading • Partial (“resistant reading”): - skimming, scanning - reading inattentively - reading skeptically or resentfully - looking for justification to advance to full disengagement Disengagement
- 91. Reading health literature What to do when you have Type 2 diabetes An easy read guide Still reading, still hope
- 92. Reading health literature What to do when you have Type 2 diabetes An easy read guide Reading stops, game over
- 93. EXPLORING EXPECTATIONS Meeting negative expectations is often worse than exceeding positive ones.
- 94. Our Expectations About Our Expectations
- 98. Expectation we know we should have
- 99. “The thing I expected didn’t happen, and I didn’t expect it would.”
- 100. “The thing I expected didn’t happen, and I didn’t expect it would.” — Charles Ives, American composer (1874-1954)
- 102. High school musical: expected
- 103. Club show: laugh with friends
- 104. Arena show: “hey, did you hear about”
- 105. Super Bowl: instant global meme
- 106. High school musical Worse Much Worse WTF OMG Way Better Better
- 107. High school musical Worse Much Worse WTF OMG Way Better Better Meme-worthy
- 108. Club show OMG Way Better Better Worse Much Worse WTF
- 109. Club show Meme-worthy OMG Way Better Better Worse Much Worse WTF
- 110. Super Bowl halftime show OMG Way Better Better Worse Much Worse WTF
- 111. Super Bowl halftime show OMG Way Better Better Worse Much Worse WTF Meme-worthy
- 112. EXPLORING EXPECTATIONS The stronger the expectation, the smaller the leeway.
- 113. The Expectations You Create (Knowingly Or Not) SMALL EXAMPLE
- 116. What expectation has been created?
- 117. Visual cues tell us how to read a form. Label (stacked)
- 118. Visual cues tell us how to read a form. Label (stacked) Data
- 119. Visual cues tell us how to read a form. Label (stacked) Data Label (stacked)
- 120. Visual cues tell us how to read a form. Label (stacked) Data Label (stacked) Data
- 122. Effective information design. (Not the actual design, however.)
- 123. Actual design.
- 124. Actual design.
- 130. Why is this a big deal?
- 131. • Authors created expectations. Why is this a big deal?
- 132. • Authors created expectations. • Authors failed to notice or meet their own expectations. Why is this a big deal?
- 133. • Authors created expectations. • Authors failed to notice or meet their own expectations. • If you’re not aware of your own expectations, how well are you going to do with mine? Why is this a big deal?
- 134. The Expectations You Create (Knowingly Or Not) BIG EXAMPLE
- 135. Subscriber mailing from insurance provider
- 136. Professional design Subscriber mailing from insurance provider
- 137. Full-color printing Professional design Subscriber mailing from insurance provider
- 138. Photos of happy people
- 139. Mock-handwriting font Photos of happy people
- 141. Call to action Marketing-type language
- 142. What kind of communication is this?
- 143. • Marketing, obviously. What kind of communication is this?
- 144. Which creates what expectations?
- 145. • I can say yes or no to the product/service. Which creates what expectations?
- 146. • I can say yes or no to the product/service. • I can ignore the entire communication. Which creates what expectations?
- 147. • I can say yes or no to the product/service. • I can ignore the entire communication. • If I take no action, nothing will change. Which creates what expectations?
- 148. Additional piece in envelope
- 149. Least attractive piece in mailing (Most likely to be read last)
- 150. Least attractive piece in mailing (Most likely to be read last) ?
- 151. “there are two required ways to fill your maintenance medications . . . the Express Scripts Pharmacy or . . . any Express Scripts participating retail pharmacy.”
- 152. In other words . . .
- 153. • This isn’t a marketing piece, it’s a notice of a change. In other words . . .
- 154. • This isn’t a marketing piece, it’s a notice of a change. • You’re getting Express Scripts, like it or not. In other words . . .
- 155. • This isn’t a marketing piece, it’s a notice of a change. • You’re getting Express Scripts, like it or not. • We led you to expect you had a choice (= a degree of power) when in fact you don’t. In other words . . .
- 156. EXPLORING EXPECTATIONS Unintentionally created expectations: why many communications failures are self-inflicted wounds.
- 157. Making Expectations Work For You (Instead Of Against You)
- 158. 1. Assess the expectations environment you’re working in.
- 159. • Look beyond literal needs and moods, toward what people are actually looking for. 1. Assess the expectations environment you’re working in.
- 160. • Look beyond literal needs and moods, toward what people are actually looking for. - Example: response to anxiety could be verbal reassurance, better clarity, or someone to talk to. 1. Assess the expectations environment you’re working in.
- 161. • Look beyond literal needs and moods, toward what people are actually looking for. - Example: response to anxiety could be verbal reassurance, better clarity, or someone to talk to. • Good news: the main expectations issues are often not subtle, once you start looking for them. 1. Assess the expectations environment you’re working in.
- 162. • Look beyond literal needs and moods, toward what people are actually looking for. - Example: response to anxiety could be verbal reassurance, better clarity, or someone to talk to. • Good news: the main expectations issues are often not subtle, once you start looking for them. • More good news: low expectations, low bar. 1. Assess the expectations environment you’re working in.
- 163. 2. Develop a range of strategies for dealing with negative expectations.
- 164. 2. Develop a range of strategies for dealing with negative expectations. • For those that are about the communications experi- ence, do everything you can to avoid meeting them.
- 165. 2. Develop a range of strategies for dealing with negative expectations. • For those that are about the communications experi- ence, do everything you can to avoid meeting them. • For negative expectations about content: address as directly as you can.
- 166. 2. Develop a range of strategies for dealing with negative expectations. • For those that are about the communications experi- ence, do everything you can to avoid meeting them. • For negative expectations about content: address as directly as you can. • Don’t overdo it: actively countering a negative expectation can backfire.
- 167. 3. Use marketing tools, but in non-marketing ways.
- 168. 3. Use marketing tools, but in non-marketing ways. • Tell, don’t sell. Make the content the focus. Your work should be invisible.
- 169. 3. Use marketing tools, but in non-marketing ways. • Tell, don’t sell. Make the content the focus. Your work should be invisible. • Don’t decorate. Use the visual components to do communications work.
- 170. 3. Use marketing tools, but in non-marketing ways. • Tell, don’t sell. Make the content the focus. Your work should be invisible. • Don’t decorate. Use the visual components to do communications work. • Talk about your staff/programs/institution — as such — as little as possible.
- 171. 3. Use marketing tools, but in non-marketing ways. • Tell, don’t sell. Make the content the focus. Your work should be invisible. • Don’t decorate. Use the visual components to do communications work. • Talk about your staff/programs/institution — as such — as little as possible. • Brevity, brevity, brevity.
- 172. 3. Use marketing tools, but in non-marketing ways. • Tell, don’t sell. Make the content the focus. Your work should be invisible. • Don’t decorate. Use the visual components to do communications work. • Talk about your staff/programs/institution — as such — as little as possible. • Brevity, brevity, brevity.
- 173. 4. Be the reader’s advocate and guide.
- 174. 4. Be the reader’s advocate and guide. • Don’t talk down, up, or around. Be caring but direct.
- 175. 4. Be the reader’s advocate and guide. • Don’t talk down, up, or around. Be caring but direct. • Don’t talk empathy, practice empathy. Show that you care by helping.
- 176. 4. Be the reader’s advocate and guide. • Don’t talk down, up, or around. Be caring but direct. • Don’t talk empathy, practice empathy. Show that you care by helping. • Don’t oversmile — or undersmile. Both of these put distance between you and the reader.
- 177. 4. Be the reader’s advocate and guide. • Don’t talk down, up, or around. Be caring but direct. • Don’t talk empathy, practice empathy. Show that you care by helping. • Don’t oversmile — or undersmile. Both of these put distance between you and the reader. • Write as if you were advising a friend.
- 178. Thank you!