Adjusting for an external audience.
WHAT DIFFERS
They lack your context They did not choose to read it They judge your organisation by it
WHAT TO REMOVE
Internal terminology Team and system names Assumptions about how things work
WHAT TO ADD
What this means for them What they should do
WHAT TO LEAD WITH
The effect on them.
WHY
It is the only reason they are reading.
WHAT TONE TO USE
Direct and human.
WHAT TO AVOID
Excessive formality Excessive familiarity Apologetic filler Language that conceals responsibility
WHAT CONCEALING LANGUAGE SOUNDS LIKE
An issue was identified, rather than we made a mistake.
WHY IT FAILS
Customers notice, and it reads as evasion.
WHAT TO DO ABOUT TECHNICAL DETAIL
Include only what they can act on.
WHAT TO DO IF THEY ASK FOR MORE
Provide it.
WHAT TO BE CAREFUL WITH
Promises about timing Claims about causes before you know
WHAT TO TEST
Whether someone outside your organisation understands it.
HOW
Ask one.
WHAT TO CHECK
That every instruction can actually be followed by them.
WHAT TO KEEP CONSISTENT
Terminology, across everything they see.
