Then write as though you’ve never seen your product or service before!

I gave up on buying a piece of anti virus software last week because the online buying and payment instructions were so frustrating. Which goes to show that instructions aren’t just instructions. They’re a part of your brand, often critical to a good customer experience. Get in wrong and they’ll leave a lasting negative impression.

So how do you make sure your instructions instruct rather than infuriate?

Instructions get confusing when the writer is intimately familiar with the process and sees each step as blindingly obvious. The big thing to remember is: whatever the medium, create your instructions from the perspective of someone who knows nothing about the product or service. While a percentage of people will be familiar with your stuff, many won’t be.

Writing to the lowest common denominator isn’t always easy. Nor is being objective, which is where these tips might come in handy. If you can’t be fully objective, hire a good copywriter!

• use strong, clear calls to action
• order the information logically and intuitively
• use plain language
• if you can’t avoid using jargon, explain what you mean
• provide help for people who get lost or confused -  an email adrdeess or, best of all, a helpline

Then, before you pres the button, get your mate, mum, granny or neighbour to test your draft instructions for sanity!