How To Make Written Materials More "Reader-Friendly" for Clients

by Adinah Robertson, Community Education Coordinator Legal Aid Society of Middle Tennessee

From the April 1999 issue of Welfare News

Listen to clients; use their words Many clients don't recognize agency or legal jargon, like "benefits," formulary" and "verification," especially when these words appear in writing. Try to use the words your clients use themselves.

In Tennessee, our clients call AFDC "welfare." They call AFDC grants "checks." Instead of "verification", we refer to "proof" in our materials. Our clients call us "legal aid" instead of legal services. They talk about getting a "lawyer,' not an "attorney", a "doctor" not a "physician." They have been "turned down," not "denied." They get "letters" or "papers," not "notices."

Because most people have a hard time distinguishing Medicare and Medicaid, we usually refer to the "red-white-and-blue Medicare card you got from Social Security" and the "green or pink Medicaid card." When we refer to an SSI check, we add "a government check that comes in a blue envelope on the first day of the month." Referring to Social Security checks, we add, "a government check that comes in a gold envelope on the third day of the month."

"Hook" the reader with the title and first sentence

Most of us are lazy about reading; you have to give us a reason to read your material. People who read at a low skill level need even more compelling reasons to read.

Think about how the material will affect your reader. Try to take the client's perspective. Identify the aspects of your information that appeal to the client's self-interest. Try to bring out the benefit or threat in the headline and first sentence.

For example, our Earned Income Credit poster doesn't say "File for the Earned Income Credit." It says, "Are you a working parent? Uncle Sam may owe you up to $2000. It's your Earned Income Credit." A flier says "Get A Break On Your Phone Bill," not "Lifeline Phone Rates." A pamphlet that used to be entitled "What you need to know about Orders of Protection" now reads "How To Get Legal Protection From Battering."

Write in the second person. The word "you" gets most of us interested and it sets a friendly tone.

Use the active voice Many legal documents use the more formal passive voice ("Food stamp eligibility will be determined within 30 days . . ."). Most writing authorities agree, however, that active voice has more power and directness. I think it is more informal and "reader friendly" ("Human Services has up to 30 days to decide if you will get food stamps . . .")

Reduce the level of reading skill required

Most of us write on a level that reflects our education rather than the reading ability of our intended readers. If your goal is to communicate with the largest possible number of readers, aim for a reading level of grade 6 or lower. Be aware that a person who went through grade 9, for instance, may not read at grade 9 level.

Many persons with limited education do not recognize words in writing that they recognize when spoken. For example, they might not recognize the word "immediately" in print though they know what it means when they hear it spoken. In writing, they are more likely to recognize the written words "right away."

I find it easiest to concentrate on content when I write a first draft. Then I revise to lowering the reading level.

The quickest way to reduce the reading level of your material is to substitute words with fewer syllables t ("get" instead of "receive;" "stop" rather than "terminate") and to shorten sentences to fewer than 15 words.

Using short paragraphs also helps to reduce the reading. Short paragraphs make the page more inviting to read, as well.

Measure the reading level

To measure the reading level, you can use the FOG Index (Robert Gunning and Douglas Mueller, How to take the Fog Out of Writing, Chicago: Dartnell Press, 1985). You can also use computer software, such as "Sensible Software," produced by Sensible Software, Inc. of Troy, Michigan. Before-and-after computerized readability scales help convince agencies of the need for and validity of suggested changes.

Use forceful nouns and verbs; cut unnecessary words

"If you do not give truthful and/or complete information . . ." bores the reader. By contrast, "If you lie or hide the facts . . " startles the reader. You can change "Answer the questions truthfully" to "Tell the truth."

Such wordy phrases as "for the purpose of" are almost never necessary since "to" will do just as well. For example, "An experienced lawyer may feign anger or righteous indignation for the purpose of intimidating the other lawyers," is elegant but wordy. You would communicate better with Legal Services clients with "A good lawyer may act mad or upset to scare the other lawyers."

Break the material up with lots of subheads, white space and illustrations

These make the page more inviting to read. Imagine how boring this information would look without the subheads.

Subheads let the reader scan for the most relevant information rather than give up reading before finding the parts that apply to him or her.

Sometimes first-person questions make the most effective subheads, as in "What drug-related activities can they evict me for?" Other times, imperative sentences work well, as in "Ask for the supervisor." Bulleted points can also help break up material that contains lists.

Illustrations do more than improve the appearance. Effective ones draw people's attention to your publication. They can also draw attention to and reinforce an important point. For example, a drawing of a person writing can help make the point that you must submit your request for a fair hearing in written form. A drawing of a calendar with 10 days crossed off reinforces the point that the reader has 10 days to act.

Use type that is large enough for easy reading Adequate type size is very important, especially to older readers and to readers who cannot afford eyeglasses. Try to use 12-point type or larger. When you test material, ask the readers if the "letters" are big enough for them to read easily.

You can also improve readability by increasing the space that separates each line of type from the lines above and below.

Improve readability with formatting

Keith Miller, in his seminar Designing for Desktop Publishing shared the following results of readability studies.

Text set in multiple columns is generally much easier to read than single-column text. I've set one page of this letter in a single column to illustrate the difference.

TEXT SET IN ALL CAPS IS VERY HARD TO READ, AS IS TEXT IN BOLD OR ITALICS. SAVE ALL-CAPS AND ITALICS FOR SINGLE WORDS OR SHORT PHRASES.

Ragged right margin is more readable than justified (straight right-hand margin) margins. The word spacing is more even and the page shows more white space.

Field test

Before printing information on a complex subject, ask a member of the target audience to read your draft. Ask this person several general and specific questions about the appearance, type size, and content.

Many times, we writers are too close to the forest to see the trees. For example, one of my clients previewed our booklet on "Spend down Medicaid." She got the impression that this was some additional benefit people already on regular Medicaid could apply for! I was, instead, trying to describe a new basis of eligibility for people who would not otherwise qualify for Medicaid. Thank heavens for her help.

Clients I already know are usually quite willing to be test readers. Complete strangers in the waiting room of another agency and in a shelter for homeless persons have also responded well to when asked to help. I specify that I am looking for "average" readers, not great readers. I also clarify that participation is strictly voluntary and that I see this as giving help to us. I avoid the use of the word "test." Field testing has always proven to be well worth the time and effort.

April 1999 update Sensible Software, Inc. has gone out of business. Microsoft Word, however, includes a readability measurement at the end of its grammar check (under the Tools menu). Another application, called Grammarian, reportedly also does a good job of testing the reading level.

Adinah Robertson, Community Education Coordinator Legal Aid Society of Middle Tennessee, 211 Union St., 800 Stahlman Bldg., Nashville, TN 37201-1504, tel. 615- 244-6610; fax 615-244-6186; email:arobertson@lasmt.org. [This paper was prepared in November 1994; Legal Aid Society of Middle Tennessee was formerly known as Legal Services of Middle Tennessee, Inc.]