Plain language corresponds to a B1 language level, as defined by the Common European Framework of Reference for Languages. The language level of an individual or a text can be measured as follows:
Companies, authorities and organizations such as hospitals usually write at a C1 language level – but around two-thirds of the Swiss population never achieve more than B1. That means that more than 60% of Swiss citizens only understand 20% of communications.
Plain language adapts texts to the reading level of the general population.
If you write at a B1 language level, 95% of people will be able to understand your texts. The advantage of that: easy-to-understand texts have a bigger impact.
- Readers understand your text. And do what you want them to do.
- Plain language creates trust. Among citizens, consumers and patients.
- Plain language saves time and money.
People don’t buy things they can’t understand.
More and more companies are discovering plain language as a means of achieving their corporate goals. It’s a sales-oriented way to differentiate your brand. Technical jargon isn’t customer-friendly. People are skeptical of small print. By contrast, easy-to-understand texts create trust. Which is the first step towards a purchase.
Tailor-made for digitalization.
Consumers get their information online. Texts in plain language offer significant opportunities here: an insurance policy is written so that it can be understood on the first read-through. It’s simple. You read it. And you understand it. And because you can understand it so easily, you can immediately start thinking seriously about taking out a policy online. The phrase ‘You can find all the details on our website’ becomes a blessing, rather than a curse, for customers.
Have a text revised. Or learn to do it yourself.
Let Supertext rewrite your texts now. Or let us teach you to do it yourself and establish your own brand language.
Cover image via Pixabay (CC0)