Monthly Archives: July 2015

Adopt the User’s Perspective

Rolling through Roswell, NM, I saw this ad for a local bank on a billboard: Lending Should Be Easy. We Make Sure It Is. The message contains a fundamental flaw. Can you see it? The message, which is aimed at people who might want a home loan—what the mortgage industry calls “borrowers”— says that lending should be easy. The problem? Borrowers, the sign’s target audience, don’t lend; banks do. Borrowers borrow. Taken literally, the sign says, “We make sure our part of the process (lending) is easy.” The ad writers probably meant to say, “Borrowing should be easy. We make sure it is.” For tech writers, writing about a product …

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