Why does simple copy make great advertising? Because it takes less time for customers to process what you’re selling. Just because Geico puts a gecko as their mascot doesn't mean that’s the real reason for their branding success. The tagline, “15 minutes will save you 15% or more on car insurance” is the real winner.
All that tagline is is a simple lob at consumers. It tries to solves a problem with a clear suggestion. That’s it. There’s no, “Spend 15 minutes digging through five options, find which one’s the best, talk to this person, maybe learn what your premium does, and then we’ll see if we solved your problem somewhere along the way.”
So if simple copy makes great advertising, it’s a given (or should be, anyways) that eLearning content must do the same. And it’s not just a theory, either. A recent ASTD article shows how conversational narration in training videos elicited 20-46% more correct responses than formal narration. That simply means the audience is more receptive and retains information better than business-speak.
Now really, I could just end the article on that stat alone and call it a day, but why not show a couple of examples of conversational versus formal dialogue? Each set below has a simple goal or skill to teach, but you be the judge on where practicality wins out.
“To create a lasting partnership between you and a co-worker, there needs to be compromise.”
“To establish the perfect synergy between one professional and another, it’s imperative that both parties find a middle ground to express their interests.”
“A long relationship is more important than a short-term win.”
“The viability of any negotiation is trying to forecast if you and the prospective buyer can make long-term plans a reality, rather than just try to land the quick-fix sale.”
“It’s not about forcing people to do things, it’s about helping them to become able to do things.”
“You can’t designate someone to go down a creek without paddles; but you can calm the waters while they learn to build oars.”
You get the picture.
Just remember, people are too easily distracted by something they don’t like. And they will spot dialogue that sounds like nails to a chalkboard, or words that play out like a Shakespeare play. So as you plan out your next course, make sure your dialogue has meaning, but more importantly, make sure it sounds like a casual conversation between two people.
See how ej4’s conversational dialogue can help your learners through training today.
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