Ginny Redish - Planning specific content: Purposes, personas, conversations

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Presented by Ginny Redish, PhD, on September 27, 2013 at the fourth annual Center for Health Literacy Conference: Plain Talk in Complex Times.

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Ginny Redish - Planning specific content: Purposes, personas, conversations

  1. 1. Planning specific content: Purposes, personas, conversations Janice (Ginny) Redish, Ph.D. Redish & Associates, Inc. Bethesda, Maryland ginny@redish.net www.redish.net @GinnyRedish
  2. 2. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 2 What do you write? Pictures of people. © iStockphoto.com, except where I give another citation
  3. 3. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 3 Plan Draft Review, Test Revise Publish Draft = Organize Write Design How do you write?
  4. 4. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 4 Plan Draft Review, Test Revise Publish Let's focus on planning
  5. 5. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 5 Successful communication Why plan? If you don't organize, write, and design for your readers’ realities, you are not likely to meet your goals! Your readers' goals (and their realities)Your goals
  6. 6. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 6 What must you plan? Think before you write. For every piece of content, answer these questions:  Why? (Purposes)  Who? (Personas)  What? (Conversations)
  7. 7. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 7 Why? (Purposes)  Align with the organization's overall strategy and goals.  Know what you want to achieve.  Be specific.  Focus on your readers and what they should do.
  8. 8. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 8 Know what you want to achieve When you write this type of content what do you want to happen? Email to your boss because you want to go to a conference Instructions for filling out a form Web content about asthma in children Brochure about health care options
  9. 9. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 9 Be specific www.manageyourwriting.com Kenneth W. Davis
  10. 10. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 10 Focus on your readers and what they should do to tell people how to make an appointment anxious patients to call the correct number to make an appointment easily and quickly to give instructions for the … form our very busy site visitors, whom we know don't have time to read carefully, to fill out the form correctly and completely without calling us up We want
  11. 11. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 11 Who? (Personas) Writing ≠ communication Communication needs a reader, too.
  12. 12. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 12 But your readers aren't with you when you are writing
  13. 13. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 13 or reviewing That's why you need personas.
  14. 14. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 14 What is a persona?  a fictional person who realistically represents a major group of site visitors  composite  based on data about  demographics  goals and tasks  contexts of use (environments)  values Art
  15. 15. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 15 Answer these two questions:  Who are your site visitors? (Name the different groups.)  What should you keep in mind about these people? (Write down adjectives or phrases.) not what content they are looking for − that's the question after this one. How do you begin to think about personas?
  16. 16. AARP, used with permission first name only picture individual demographics quotes what she does on the web interests Edith’s story major use of the web physical constraints
  17. 17. U.S. Department of Agriculture, Economic Research Services, used with permission full name title role picture individual demographics values what she does in her job what she wants from the web site Rebecca’s story – giving you a sense of her as a person
  18. 18. Rachel, Enthusiastic dreamer Tell us a bit about yourself I’m 28 I live in London with my partner and temp as a receptionist when I can. Between jobs right now. Have you got any qualifications? 9 GCSEs and three A-levels: History, English and Media Studies What is your ambition? Catch up with my friends; they have degrees and they’ve got better jobs than me Why didn’t you go to university? Well, I did. I did a nearly year of History and loved the subject but I hated living away from home so I dropped out What do you want to know? What bits of History will I study? How many hours per week? How long will it take? How did you find out about the OU? I was browsing YouTube and found some really interesting ones from the OU. Segment: Not Employed Adults (C1) •24-49 •Not employed •Considering HE •No OU experience •Incomplete Studies •Progress career The Open University, UK, used with permission first name only title by characteristic rather than role picture demographics by segment, not individual persona is created from answers to interview questions
  19. 19. Simple persona descriptions from the Washington state Department of Labor & Industries; used with permission
  20. 20. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 20
  21. 21. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 21 What? (Conversations)
  22. 22. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 22 If you don't answer your readers' questions, they may not "hear" your messages. For successful conversations, you must mesh… Successful communication Site visitors' questions Your key messages
  23. 23. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 23 Write the conversation Issuance of a TOP command results in a line zero condition. To go to the beginning of your file, type TOP and press Enter.
  24. 24. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 24 Think "telephone"
  25. 25. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 25 Listen to your persona as you write
  26. 26. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 26 Walk your personas through their conversations  Be the persona.  Combine what you have written with a realistic conversation.  What would the persona do?  How well would your content satisfy the persona's need?
  27. 27. Redish & Associates, Inc. © 2013, Janice (Ginny) Redish Purposes, Personas, Conversations Slide 27 Thank you! More questions? Write to me: ginny@redish.net @GinnyRedish Ginny Redish Janice (Ginny) Redish, Ph.D. Redish & Associates, Inc. Bethesda, Maryland www.redish.net

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