Can’t read, can’t write
While I work in the evening - not during the day, just later on - I sometimes watch a bit of TV, especially through the BBC iPlayer and 4OD.
I’m working through Can’t Read, Can’t Write at the moment and it’s fantastic, but a real eye-opener. I’ve quoted the “average reading age in the UK is 9″ statistic at clients many times, but perhaps without as full an understanding of the implications as I should have.
The programme follows a load of people from their 20s to their 50s who’ve never been able to read - or read above a primary school level. Incredibly clever, cultured people in some cases - doing good jobs with careers and families and lives.
It’s quite moving in places, seeing the difference learning has made to them, and seeing how difficult life has been for some.
One of the very big points - and I’ll come back to this, I’m sure - is how easy it is to overwhelm someone with words. How they may be able to read and understand, given a little time, perhaps, but it’s incredibly easy to completely put someone off with sheer overwhelming complexity.
At one point Kelly - about 30 and mother to a fairly young girl and a 7-year-old son - got a letter from the council. There was a sheaf of papers in with it. She could read it, but did she need to? It was too overwhelming to even start sorting what was important - what the calls to action were, as we web types say - and what was just bumph.
How difficult would it be to put a simple, honest covering letter in with this?
This letter contains:
- a form we need so we can work out your tax. You must read this.
- a letter with some information on benefits. You should read this. It could save you money.
- a magazine with some local news. You don’t have to read this, but it has your bin collection times in.
And that’s all you need. Writing can be beautiful, wonderful, well-crafted, inspiring - it can be fun to read and to write. Short, snappy sentences can seem rude and pushy. But they get to the point and could potentially save some people a lot of time and heartache because instructions are hidden in reams and reams of - frankly - crap.
Lesson: calls to action can never be too blunt, up front, and easy to find.
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