Step 3: Develop a Concept for the Product
Using the information gathered during audience research, you can begin
to outline the objectives, style, format, and approach of the product that
will carry your message. Many writers prepare a formal concept statement
at this stage for all those involved in product development. Discussing
the concept with individuals or groups who understand the needs of your
target audience is an easy, inexpensive way to doublecheck the appropriateness
of your intended approach. It is, however, no substitute for pretesting
materials later with your target audience.
Leonard and Cecilia Doak, health and literacy experts, suggest five principles
to follow when developing the concept for a low-literacy publication:
- Define the behavioral objective(s) of the material.
- Determine the key information points the reader needs to achieve
the behavioral objective(s).
- Select the most appropriate presentation method(s) (e.g., audio,
audiovisual, print, radio, TV, interactive computer programs).
- Decide on the reading level for the material if you select a print
presentation.
- Organize topics in the way the person will use them.
To keep the product focused on concrete action, objectives should be behavioral
rather than simply informational. For example, in designing a product intended
to promote mammography among low-literate women, appropriate behavioral
objectives might be:
- The reader will ask the clinic or doctor about mammography at her
next visit, or
- The reader will make an appointment for a mammogram or
- The reader will call us to discuss her options.
Objectives such as these would help guide content decisions
to avoid unnecessary details. An objective that was purely informational
(e.g., "The reader will understand why mammography is important to
her health") would not necessarily lead to the development of the action-oriented
messages low-literate audiences need.
From the many possible content points, which ones will predispose and enable
the reader to take the desired action?
The information you learned from audience research will help you make this
determination. In addition, it is important to consider when and how a product
will be used. The following questions are important to answer at this stage:
Will the material be used by the reader alone or interactively with a health
or social services professional?
Will the product stand alone, or is it part of a series of materials, or
of a broader communications initiative, such as a media campaign?
At what point in the learning process will the reader receive the product
(e.g., regarding an illness: before diagnosis, after diagnosis, before
or after a treatment decision, or before or after the reader is likely to
have received related information)? What types of information will be
useful and relevant (e.g., will this audience use a resource
list of groups to write for more information)?
At the most basic level, it is important to assess whether print is an appropriate
medium for conveying your message to this audience. Will your audience pick
up a print product, and, if so, under what circumstances? If they are used
to relying on radio, TV, or word-of-mouth, can print materials serve their
needs?
If you do choose print, will you create a l-page factsheet, a 10-page booklet,
or three 1-page factsheets delivered at different points in the learning
process? Budget and target audience information help shape such decisions.
Two additional questions also are important to answer:
How will the product be distributed (e.g., in person, on a rack in a supermarket,
through the mail)?
Is the material intended for one-time or long-term use?
Answers to these questions have important implications for the tone, structure,
and design of the product.
The term "reading level" refers to the number of years
of education required for a reader to understand a written passage. Some
experts suggest aiming for a level that is two to five grades lower than
the highest average grade your audience achieved to account for a probable
decline in reading skills over time. Others note that a third to fifth grade
level frequently is very appropriate for low-literate readers.
How do you estimate reading level? Readability formulas often are used to
assess the reading level of materials. Fry, Flesch, FOG, and SMOG are among
the most commonly used readability formulas. Using these formulas is a simple
process that can be done manually or by using a computer software program.
Each method takes only a few minutes.
Typically, readability formulas measure the difficulty of the vocabulary
used and the average sentence length. In addition, the computer software
programs analyze a document's grammar, style, word usage, and punctuation,
and assign a reading level. However, these formulas do not measure the
reader's level of comprehension. Grammatik, and other readability
software programs are available from computer stores or from the manufacturer.
Note: Mention of software products does not constitute an endorsement
by the National Cancer Institute.
Reading levels and readability formulas are useful aids in targeting publications
to an audience. Yet none of the readability formulas listed above were designed
to be used as writing guides. According to researchers James Pichert
and Peggy Elam, most were designed originally to rank the difficulty of
books to be used at a specific grade in school. Thus, using such formulas
in product development is no guarantee of producing well-written, understandable
text. In fact, their creators acknowledge that using the formulas as writing
guides can have serious negative consequences. For example, one writer is
concerned that the formulas' emphasis on short sentences and short words
may produce a choppy text that leaves out familiar terms because they are
polysyllabic. In addition, some formulas were tested on children rather
than on adults, limiting their applicability to adult low-literate readers.
Pichert and Elam suggest three principles for using readability formulas
effectively:
- Use readability formulas only in concert with other means of assessing
the effectiveness of the material.
- Use a formula only when the readers for whom a text is intended
are similar to those on whom the formula was validated.
- Do not write a text with readability formulas in mind.
For more information on readability formulas, see Teaching Patients With
Low- Literacy Skills and Making Health Communication Programs Work:
A Planner's Guide.
Give readers the most important points first and last; studies
show that low-literate audiences remember these best. Literacy experts also
suggest grouping information into "chunks," with a clear, ordered
format. You may sequence these as steps (1,2,3), chronologically (by time
of day), or by topical arrangement (main heading, subheadings) depending
on how the person will use the information.
It also is useful to give the reader an action step he or she can do right
away (e.g., call your clinic, send in a request). This reinforcing action
tends to improve retention of information and moves the reader into desired
behaviors immediately.
In trying to limit my publication to a few key points, how do I determine
what information the reader absolutely needs and what I can leave out?
Focusing on your behavioral goals for a publication can help you decide
if an information point is fundamental and helps to motivate a desired action.
One writer separates information points into those the reader needs to
know, those the reader might (or might not) want to know, and
those the sponsoring agency wants to tell. "Most of the time,
information that falls in the second two categories can be eliminated. I
try to make my inclusion criterion, 'Does the reader need this statement,
fact, or reader's aid to understand, accept, and take the desired actions?'
This cuts out a lot of detail, but some tough decisions always remain. I
try to make sure that pretesting particularly addresses these points, because
it's the only way to determine the information that the audience really
needs."
Writing at the correct reading level for the audience is important,
but I also am hearing that I should not write my text with a readability
formula in mind. What should I use to help me write at an appropriate level?
Most writers intrinsically shy away from formulas. Yet, because
good writers are highly literate themselves, they may not trust their usual
instincts to tell them what will work for people with limited reading skills.
The checklist in the next section outlines the fundamental principles of
writing and designing a low-literacy publication. These guidelines address
the readers' needs and should provide a basic framework within which a writer
can operate comfortably.
One low-literacy-materials writer illustrates the value and limitations
of readability formulas. "I made my written explanation as simple and
action-oriented as I could. Then I put it down for a while and came back
to it with a critical eye. I rewrote it several times until I was happy
with the flow and the comprehensibility of the text. At this point, I used
several readability formulas to see what level I had achieved.
When the product tested at the sixth grade level, I was surprised. I went
back and found I could simplify some of the text without detracting from
my message. It ultimately tested at the 4th grade level-- and pretesting
still showed us that one or two concepts were not well understood."
While readability formulas and software do not produce good low-literate
materials, they can be useful in approximating a reading level or, in the
case of some software products, identifying specific problems that inhibit
readability.
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