Here’s a great example I ran into that proves audience matters when writing content and designing Web sites. Audio expert Penny Haynes asked:
Is the term “Technically Challenged” a positive, negative or neutral marketing term?
I’d really like to hear from people who are NOT comfortable with technology to ascertain if using that term to reach them would be a good choice of words. Would it draw you because it accurately describes your situation, or would it repel you because it somehow seems negative?
What words would you substitute to describe yourself instead?
My response, “I think anything with ‘challenged’ tends to lean toward negative. But in trying to think of something that’s neutral or positive, I couldn’t come up with anything better. It may be better to reference something specific instead of broad like technology. Computer, MP3, DVR programming, etc.
“Maybe ‘not savvy with computers’ or ‘new to MP3 players.'” I was also trying to think of “novice,” but it didn’t come to me at the time.
Penny responded, “The interesting thing is that people who are not technically challenged think it is somehow insulting. Yet the people who fit the mold actually like that term – they think of it as accurate or even comical.”
Lesson learned!