Yesterday I had to stop reading various different documents and emails to go look up the meaning of an acronym or abbreviation online. It may be just me, but that seems to be an increasing occurrence. Almost everyday I come across a jumble of letters in documents, emails, or online that I have to stop and think ‘what does that mean?’
Just as an example. Earlier this week I went for my annual hearing check (I have a moderate hearing loss above certain frequencies), which all went OK. But sitting back at home I was looking at the hearing test results document I’d been given. At the bottom of the form were two lines with a written summary of the level of hearing loss. One line was labelled AD the other AS.
‘What does that mean?’ A quick online search of various audiology websites for the terms gave me this answer.
AS and AD are abbreviations for the left ear and right ear, respectively. They are commonly used in audiology to refer to the ear being tested when conducting hearing tests and interpreting results.
A little more digging and I discovered that AD is derived from the Latin phrase "auris dextra".
How am I as a patient reading my test results meant to know that? If you mean Right Ear then just write Right Ear.
OK there is probably a long history behind why this term came into use - but that doesn’t mean it should still be used when communicating with patients.
But not all the jargon I come across is derived from old latin medical texts - Most of it is very recent and equally unnecessary.
In fact just this month I was witness to someone creating an acronym for a new activity within an organization. They used it in an email without explanation. Everyone in the email chain was then left to figure out what they meant. Within two days a second person had labelled a folder on the organization's knowledge base with the acronym (again without defining it) - now everyone had to figure it out. The five letter acronym was created just to save typing out two words of 12 letters length in total. The amount of confusion and potential for misunderstanding it caused was way out of proportion to the reduction in effort of typing seven extra letters.
Don’t do that.
I’ve worked in jargon and acronym-saturated industries most of my career, but these days I try and make sure to spell out things and use common easily understood terminology as often as I can. Because you never know who will end up reading or listening to your content. And they shouldn't have to go look things up to understand your message.
Alan
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Talking About Storytelling
Upcoming Events
I'll be returning to The Content Wrangler webinar series to talk about Effective Storytelling in Personalization! Make sure to join us on May 22.
In June I’ll be making a return to the CX Behind The Scenes podcast to discuss the AI Hype Cycle.
I’ll be back at Lavacon this year - so come join me in Atlanta in early October where I’ll be presenting my thoughts on the adoption of generative AI.
Customer Focused Storytelling Workshops
WE ARE NOW TAKING BOOKINGS FOR JULY AND AUGUST.
SECURE YOUR SPOT BY EMAILING US AT AJP@4JSGROUP.COM
“Weaving storytelling into the mix makes the content more compelling, accessible, and effective!”
Learn how to deliver content-driven experiences that your customers relate to on our two-day Customer Outcome Focused Storytelling workshop.
In this workshop, we will:
Examine content from the customer’s perspective.
Plan how to adapt content delivery to meet the needs of a rapidly changing marketplace
Examine why every business transaction is a story
Outline the 10 Rules of Storytelling as applied to Customer Experience
Apply proven storytelling techniques to your content.
Identify potential opportunities for incorporating storytelling techniques
into the production of your customer-facing content assets.Facilitate an interactive feedback session on your existing customer-facing content.
If you would like more details, or you like to discuss reserving a date for yourself and your team to benefit from a Customer Focused Storytelling Workshop, just email us at ajp@4jsgroup.com to reserve your date.
In The Bookstore
If you enjoy the contents of this newsletter and would like more, we have three books always available from XML Press.
You can also check out The Content Pool website or follow us on FaceBook. - you can also find Alan on most of the social media platforms @alanjporter.
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Till next time - have fun paddling in The Content Pool.
Alan J. Porter
The Content Pool™ is a division of the 4Js Group LLC