josiah fisk - what were they expecting?
TRANSCRIPT
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
Topics I Will Not Be Covering
Why am I not covering these topics?
• Because I thought you’d find all of them boring?
Why am I not covering these topics?
• 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?
• 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?
• 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?
• 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?
Easy read
E01 Upper GI Endoscopy
Checking for problems in
your stomach
Copyright © 2014
EIDO Healthcare Ltd
Expiry date December 2014
Easy read
E01 Upper GI Endoscopy
Checking for problems in
your stomach
Copyright © 2014
EIDO Healthcare Ltd
Expiry date December 2014
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
You are not okay with this.
Don’t worry, I will spare you this.
EXPLORING EXPECTATIONS
Expectations are often more powerful
than desires.
What Do People Expect From A Communication?
(The short answer: it depends on the communication.)
19C British novel
19C British novel• Sweeping themes.
19C British novel• Sweeping themes.
• Compelling plots and characters.
19C British novel• Sweeping themes.
• Compelling plots and characters.
• Elaborate language, manners, and dress.
19C British novel• Sweeping themes.
• Compelling plots and characters.
• Elaborate language, manners, and dress.
• To be transported to another world.
20C British television comedy
20C British television comedy• British accents.
20C British television comedy• British accents.
• Funny costumes and voices.
20C British television comedy• British accents.
• Funny costumes and voices.
• Humor that is both intellectual and silly.
20C British television comedy• British accents.
• Funny costumes and voices.
• Humor that is both intellectual and silly.
• To sit back, relax, and laugh.
In a word: happiness
• Reader/viewer/listener is engaged by choice.
In a word: happiness
• Reader/viewer/listener is engaged by choice.
• Is open to the message.
In a word: happiness
• Reader/viewer/listener is engaged by choice.
• Is open to the message.
• Expects a positive experience.
In a word: happiness
• 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
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
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
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
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
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
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
21C British Easy Read health brochure
What to do when youhave Type 2 diabetesAn easy read guide
21C British Easy Read health brochure• Fear and anxiety, but also
boredom.What to do when youhave Type 2 diabetesAn easy read guide
21C British Easy Read health brochure• Fear and anxiety, but also
boredom.
• Lecture on lifestyle and habits.
What to do when youhave Type 2 diabetesAn easy read guide
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 youhave Type 2 diabetesAn easy read guide
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 youhave Type 2 diabetesAn easy read guide
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 youhave Type 2 diabetesAn easy read guide
In a word: unhappiness
• Reader/viewer/listener is not engaged by choice.
In a word: unhappiness
• Reader/viewer/listener is not engaged by choice.
• Is apprehensive about the message.
In a word: unhappiness
• Reader/viewer/listener is not engaged by choice.
• Is apprehensive about the message.
• Expects a negative experience.
In a word: unhappiness
• 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
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
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.
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
Irony bonus points
• Much of what is positive in the positive experience is negative in the negative experience.
Irony bonus points
• Much of what is positive in the positive experience is negative in the negative experience.
- stimulation of emotions
Irony bonus points
• 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
• 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
• 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
EXPLORING EXPECTATIONS
Expectations are the environment your
message lands in.
The Paradoxical Primacy Of Negative Expectations
Going to a movie
Going to a movie
Baseline of expectations
Better
Going to a movie
Way Better
Better
Going to a movie
OMG
Way Better
Better
Going to a movie
OMG
Way Better
Better
Going to a movie
OMG
Way Better
Better
Worse
Much Worse
WTF
Going to a movie
OMGWay Better
Better
Worse
Much Worse
WTF
Going to a movie
WorseMuch Worse
WTF
OMG
Way Better
Better
Going to a movie
WorseMuch Worse
WTF
OMG
Way Better
Better
Going to a movie
Actually up and leave
Reading health literature
OMG
Way Better
Better
Worse
Much Worse
WTF
Reading health literature
Reading health literature
Better
Worse
Reading health literature
Better
Worse
Reading health literature
Better
Worse
Reading health literature
Better
Worse
Partial or full disengagement
Disengagement
• Full: stop reading
Disengagement
• Full: stop reading
• Partial (“resistant reading”):
Disengagement
• Full: stop reading
• Partial (“resistant reading”):
- skimming, scanning
Disengagement
• Full: stop reading
• Partial (“resistant reading”):
- skimming, scanning
- reading inattentively
Disengagement
• Full: stop reading
• Partial (“resistant reading”):
- skimming, scanning
- reading inattentively
- reading skeptically or resentfully
Disengagement
• Full: stop reading
• Partial (“resistant reading”):
- skimming, scanning
- reading inattentively
- reading skeptically or resentfully
- looking for justification to advance to full disengagement
Disengagement
Reading health literature
What to do when youhave Type 2 diabetesAn easy read guide
Still reading, still hope
Reading health literature
What to do when youhave Type 2 diabetesAn easy read guide
Reading stops, game over
EXPLORING EXPECTATIONS
Meeting negative expectations is often worse than exceeding
positive ones.
Our Expectations About Our Expectations
Expectation we have
Expectation we have
Expectation we know we should have
“The thing I expected didn’t happen, and I didn’t expect it would.”
“The thing I expected didn’t happen, and I didn’t expect it would.” — Charles Ives, American composer (1874-1954)
High school musical: expected
Club show: laugh with friends
Arena show: “hey, did you hear about”
Super Bowl: instant global meme
High school musical
WorseMuch Worse
WTF
OMG
Way Better
Better
High school musical
WorseMuch Worse
WTF
OMG
Way Better
Better
Meme-worthy
Club show
OMG
Way Better
Better
Worse
Much Worse
WTF
Club show
Meme-worthy
OMG
Way Better
Better
Worse
Much Worse
WTF
Super Bowl halftime show
OMGWay Better
Better
Worse
Much Worse
WTF
Super Bowl halftime show
OMGWay Better
Better
Worse
Much Worse
WTF
Meme-worthy
EXPLORING EXPECTATIONS
The stronger the expectation,
the smaller the leeway.
The Expectations You Create (Knowingly Or Not)
SMALL EXAMPLE
Financial disclosure form
What expectation has been created?
Visual cues tell us how to read a form.
Label (stacked)
Visual cues tell us how to read a form.
Label (stacked)
Data
Visual cues tell us how to read a form.
Label (stacked)
Data Label (stacked)
Visual cues tell us how to read a form.
Label (stacked)
Data Label (stacked)
Data
Effective information design.
Effective information design.
(Not the actual design, however.)
Actual design.
Actual design.
Why is this a big deal?
• Authors created expectations.
Why is this a big deal?
• Authors created expectations.
• Authors failed to notice or meet their own expectations.
Why is this a big deal?
• 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?
The Expectations You Create (Knowingly Or Not)
BIG EXAMPLE
Subscriber mailing from insurance provider
Professional design
Subscriber mailing from insurance provider
Full-color printing
Professional design
Subscriber mailing from insurance provider
Photos of happy people
Mock-handwriting font
Photos of happy people
Marketing-type language
Call to actionMarketing-type language
What kind of communication is this?
• Marketing, obviously.
What kind of communication is this?
Which creates what expectations?
• I can say yes or no to the product/service.
Which creates what expectations?
• I can say yes or no to the product/service.
• I can ignore the entire communication.
Which creates what expectations?
• 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?
Additional piece in envelope
Least attractive piece in mailing (Most likely to be read last)
Least attractive piece in mailing (Most likely to be read last)
?
“there are two required ways to fill your maintenance medications . . .
the Express Scripts Pharmacy or . . . any Express Scripts participating
retail pharmacy.”
In other words . . .
• This isn’t a marketing piece, it’s a notice of a change.
In other words . . .
• 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 . . .
• 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 . . .
EXPLORING EXPECTATIONS
Unintentionally created expectations: why many communications failures
are self-inflicted wounds.
Making Expectations Work For You
(Instead Of Against You)
1. Assess the expectations environment you’re working in.
• Look beyond literal needs and moods, toward what people are actually looking for.
1. Assess the expectations environment you’re working in.
• 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.
• 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.
• 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.
2. Develop a range of strategies for dealing with negative expectations.
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.
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.
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.
3. Use marketing tools, but in non-marketing ways.
3. Use marketing tools, but in non-marketing ways.
• Tell, don’t sell. Make the content the focus. Your work should be invisible.
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.
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.
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.
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.
4. Be the reader’s advocate and guide.
4. Be the reader’s advocate and guide.
• Don’t talk down, up, or around. Be caring but direct.
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.
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.
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.
Thank you!
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