Notes on interaction design & development. Get the Feed.
By Christoph Ono, builder at GBKS, and tweetable at @GBKS.

What I Learned From 10 Years of Doing PR for Apple


If you ran any Apple press release through a readability level test it would most likely score a level easily understood by an average 4th grade student or lower. Any hint of jargon, cliché, or techno mumbo-jumbo would be removed in the editing process. If a “mere mortal” couldn’t understand our language, then we had failed. And failure was not an option. Steve Jobs read and personally approved every press release. Run your communications through a readability test to determine how difficult the language is to comprehend as written on a scale of 1 – 100. These are available free on sites such as Word Count Tools and Readability Score. Ideally, you want your content to score 80 – 89, and requiring the education of an 11-year old child. The easier your communications are to understand, the broader the reach.