The more eagle-eyed amongst you might have noticed a new addition to my list of links on the right: Londonist. I’ve admired this site’s coverage of all things London for a while, and when they appealed for new writers I jumped at the chance.
Unusually, my application was accepted without me having to resort to the usual brown envelope stuffed with cash*, and I’ve since written a few music-related pieces.
My review of Wednesday’s impressive Maximo Park gig in Brixton has just been published. I also previewed Idlewild’s recent gigs in Camden and wrote a bit about Field Day.
I’m planning to contribute lots of other stuff, so if you want to see more of my work or just have an interest in London then keep an eye on londonist.com in the coming weeks.
*only joking – while I accept bribes, I can’t afford to offer them
It’s not uncommon to visit a website and be impressed by what’s there. Encouraged, you buy from them.
It’s only when you need some assistance with your new purchase that you realise the online help is woefully inaccurate. Lacking in depth and quality, it feels like a last minute bolt on. And all-too-often, it is.
Whether you’re a professional writer or not, if you get given the job of producing online help articles, please think about your approach before you get stuck in. It can be hard to hit the spot, and as a reader, there’s little more frustrating than being stuck with a problem you can’t fix.
I spent much of the first half of this year writing help articles and tutorials. I reckon I got a reasonable feel for what works, and what doesn’t. So here are some tips to make help articles clear and understandable:
- Use numbered lists, not bullets. When people follow your instructions, they’ll often be flicking between their web browser and other windows. It’s easy for people to remember that they were on step five, so put instructions in numbered lists.
- Break complex processes right down. It’s better to have a longer list of simple steps than a short list of complex ones. A good rule of thumb is that people should be able to read each step, then follow it without having to refer back to the instructions half way through.
- Use screenshots to complement written instructions, not to replace them. Screenshots are a really good way of showing people what to do. But not everyone will be able to see them – think about people using screenreaders or on slow connections. By all means, use images to make it blindingly obvious which button to click. But make sure your copy spells everything out too.
- Underestimate the IT level of your readers. If your audience is a tech-savvy bunch then you won’t have to explain every single point. But if you’re not sure exactly how much they know, or the audience spans a range of levels, err on the side of caution and explain things more fully. A few of your most knowledgeable readers might feel a bit patronised, but everyone will understand everything properly.
- Think about the permutations. Are your instructions valid for Windows XP and Vista? What about Apple Macs? Have you thought about different web browsers? And don’t forget about the user’s preferences – make sure your instructions match what’s on their screen. Try and take care of the most common permutations at least – if you can, use web metrics to find out what software your audience typically uses, rather than relying on guesswork.
- Do some testing. The instructions might be blindly obvious to you, but that doesn’t mean everyone else will be able to understand them. Ideally, get some typical readers to follow your instructions. At the very least, get a friend to look them over.
- Be consistent and be precise. Use the correct terminology, and use it consistently. Don’t tell people to ‘press’ a button when actually they should ‘click’ it. And if there’s any ambiguity, explain things so they’re clear. I had to write online help content for a popular piece of security software – some screens had two ‘Configure’ buttons on. It was a hassle explaining which one to click every time, but it had to be done.
- Don’t reinvent the wheel. If the articles you’re writing deal with problems with someone else’s software, link off to their help pages rather than duplicating it on your website. After all, they made the software and so they’re in the best position to document it.
- Get to the point and don’t joke around. If I’m having a problem with your product, I want it fixed. I don’t want to see clever puns or over-elaborate copy. Get to the root of the problem, and get it solved. Quickly.
- Don’t try and sell other stuff. If someone’s having an issue with your product, it’s not the time to persuade them to buy something new from you. Just fix the problem efficiently – that’s a good way to keep your customers loyal.
Any more suggestions? Leave a comment and let me know.
The England football team’s performance this evening was dire. Rubbish. Awful. But it did get me thinking about how big football stories tend to bring out the best in tabloid sub-editors. When it’s open season on an England manager, the puns start to flow – so look out for a few good ones in the red tops over the next few days.
In the meantime, I’ve dug up some classics that anyone would be proud of. Enjoy – and remember: although all these headlines would score virtually zero for search engine optimisation, they all looked great in 128pt type on the front (or back) page of a tabloid.
FROM RUSSIA WITH GLOVES. In 1994 Chelsea played their first European away game for years. They won 4-2 on aggregate against Viktoria Zizkov (who?). Russian goalkeeper Dmitri Kharine saved a crucial penalty, and one of the British tabloids immortalised him with this, one of my all-time favourite headlines.
- HOW DO YOU SOLVE A PROBLEM LIKE KOREA? Back in October 2006, North Korea decided to conduct a not-at-all-provovative nuclear test. International condemnation followed, but no nation’s response topped The Sun’s. The newspaper’s headline raised the question of which is worse: reality TV, or a nuclear holocaust? Tough call. See the headline>
SUPER CALEY GO BALLISTIC, CELTIC ARE ATROCIOUS. It doesn’t exactly trip off the tongue, but this headline from The Sun proves that the king of British red tops is difficult to beat when it comes to punnage. It’s the classic formula: rip off a song lyric everyone knows, substitute a few words and stick it on the sports pages. Brilliant.
- TWO SH*GS. Accompanying the Daily Star’s coverage of John Prescott’s various indiscretions, it’s simple and to the point. Given the amount of flesh that’s frequently on the front page of this paper, it seems strange that they’ve stuck an asterisk in ‘shags’, but then who am I to comment on tabloid standards? Whatever, it’s simple, effective – and very British. See the headline>
- GORD HELP US NOW! Regardless of your opinion on the Daily Diana Express, occasionally its staff come out with a gem. Ok, very occasionally. I liked this one which greeted Gordon Brown’s move into No. 10. It’s great because it makes the paper’s position immediately clear, pokes fun at the new PM’s name, and also sounds like something Alan Partridge would say. See the headline>
- MORON TERROR. The Sun hits the spot again. Almost two years after the 21/7 attempted bombings in London, four people are found guilty of planning the attacks. Choosing to focus on the ineptitude of those involved, the paper sums up their intelligence in two words. Presumably they included the picture so that we didn’t think they were referring to George Bush. See the headline>
CELEBRITY BIG BLUBBER. Yet again, from The Sun. While part of the country was obsessed with the antics of Chantelle in Celebrity Big Brother, the rest of us were intrigued to see a whale swim right up the Thames and into central London. Despite rescuers’ best efforts, the poor animal didn’t survive – it just seems a shame that Celebrity Big Brother hasn’t yet suffered a similar fate.
TOM AND THIERRY. Being an Arsenal fan, I’m completely biased on this one. Thierry Henry and Tomas ‘Tom’ Rosicky scored as Arsenal beat Liverpool at Anfield 3-1 early this year. It’s not one of The Sun’s best efforts, but they get extra points for printing it in a cartoon-style font.
That’s all folks … for now at least. What are your favourite headlines? Hit up the comment link and let me know.
