Interesting stuff from Kathy at Headrush. Her day job includes writing books on brain behavior:
When you lecture or write using conversational language, your user's brain thinks it's in a REAL conversation!and
In other words, if you use conversational language, the listener/reader's brain still thinks it has to hold up its end, so it pays more attention. It really is that simple, and that powerful (at least if you really want to help users pay attention and remember your message).
If you're using formal language in a lecture, learning book (or marketing message, for that matter), you're worrying about how people perceive YOU. If you're thinking only about the USERS, on the other hand, you're probably using more conversational language.Which is why most marketingspeak is so utterly dreadful. Technically, it's trying to sell you something. Non-technically, it's telling you to go fuck yourself. Posted by hugh macleod at January 6, 2005 1:54 AM | TrackBack