1. Write and design for cognitive fluency
Our human brain, in order to conserve energy, prefers to pay attention to simple notions rather than complicated ones. This is defined in psychology as cognitive fluidity .
This process is applied to any activity: Princeton University, for example, has shown that it is easier to remember the name of a company if it is simple and mnemonic, even if it does not do exactly what we are looking for, despite a company that is perfect for responding to our needs but has a more complicated name.
But what is even more interesting is that the easier your speech is to understand, the more the potential customer thinks that what you say is true.
Easy = True .
On the contrary, the more difficult your speech is to understand, the more the lead will tend to see you as unreliable . The University of Michigan has shown, for example, that food additives with complicated names are perceived as more harmful than those with simpler names, regardless of their actual composition.
Which of the two texts do you find more understandable?
Lead Champion discover allows you to discover the companies that visit your site
Lead Champion discover monitors your website and thanks to an anonymous tracking france phone number library technology it can provide you with a list of companies that have visited your site and are potentially interested in your product
The message we want to send you is the same, but with the first sentence we talk to you directly about the benefit you can obtain, with the second the mechanism we use to give it to you.
It is essential to write texts by putting yourself in the reader's shoes : will the person reading the document understand what you want to communicate?
Another way to write a good case study is to highlight the benefits . The lead wants to know what they will get, and they want to understand it as quickly as possible.
To make your case studies “cognitive fluency” proof, you need to highlight the main data: use bold text or tables with all the salient data.
Here are 4 ways to promote cognitive fluency:
Get rid of technical jargon . Don't use complicated words when you can avoid it.
Write as you speak . Your speech should sound sensible and fluent when read aloud.
Get straight to the point . Useless beating around the bush is both harmful and boring.
Make your case study easy to look at . Understanding also depends on the graphic design! Heavy fonts or poor quality images make the case study difficult to read.
