When I’m helping client businesses transform how they communicate it’s useful to look at other, unrelated, real-life businesses and brands for inspiration. For instance, I recently pointed a client to Basecamp.com, to demonstrate the effectiveness of clear and simple language on a website.
You don’t need to go far to find inspiration. Start by noticing what you like or don’t like about everyday experiences. Here are three examples - of likes and a dislike - that came from a single lunch break in Shoreditch last week:
1) Clear and simple (Dishoom restaurant). I kicked off my lunch break at Dishoom and asked for the gluten-free menu. Restaurants have different approaches to displaying what’s gluten-free. For me, Dishoom’s approach wins. They’ve produced a copy of the menu where the GF dishes are annotated with a green highlighter. They didn’t over-complicate it - it’s clear and simple, easy to use.
2) Applying the ‘who? & what?’ rule (Rough Trade). How can you filter complex information into easily readable content? After lunch at Dishoom I popped into Rough Trade East. In their monthly guide ‘Albums of the month’ they introduce customers to new music via simple three paragraph approach: i) Who - who is the band and where are they from?; ii) What - what is the album like?; iii) With - which mix of artists does it sound like? It’s a great structure to tell a story.
3) Build your website around your customer (Celia lager). After Rough Trade I picked up a bottle of gluten-free lager in a health food store on Commercial Street. It was a brand I hadn’t heard of, so I checked them out online. When I landed on the site I was met with a barrier - a pop-up asking me for my data to be kept in touch with events and offers. We’re used to seeing pop-ups like this but they’re usually easy to shut down. Not this one, there’s no ‘No thanks’ option; so the only way you can close it is by clicking on ‘Already subscribed’. In my mind their desire to capture visitor data - before you can even enter the site - shows they’ve put the business before the customer needs. They forgot to stand in the customer shoes when building the site.
So if you're looking for inspiration, if you're looking for dos and dont's, try crossing borders: if your client is in tech, look for ideas in retail; if your client is an online consumer brand, try your local independent coffee shop. You never know what you might find.