In the Flesch
A couple of interesting articles from the BBC.
One says that the combined terms and conditions (T&Cs) for the most popular apps are over 128,000 words long.
That's longer than any of the first three Harry Potter books.
The other article says the T&Cs for social sites are harder to read than Dickens.
Simple is best - if you want your reader to understand, and act.
You can measure how complex (or hard to read) your copy is: with the Flesch-Kincaid Reading Grade level.
You want to aim for around grade 7 - the first year of secondary school.
If your writing comes in at Grade 10 or more (in Australia), 80% of the population will struggle. (In the US, it's grade 8.)
This piece came in at Grade 5.9.
Flesch scores are built into Word: check the preferences. Or use an online tool like Credosity.
Onto the easy-to-read stuff that caught my attention this week.
Kiwi social
Last week, we had the latest Australian stats.
This week, it's New Zealand. Great stuff, from SocialMedia.org.nz.
Some top-line results:
• 3.6 million Kiwis are active social media users
• they spend an average of 1 hour and 53 minutes on social media networks each day
• Facebook is number one, and strongest in the 25-34 age range
• Instagram best for the under 35s
• LinkedIn strongest in the 35 to 54 age range
I miss my regular trips over to NZ. This makes me feel a little closer.
Kid's screen time
I don't remember taking part in this eMarketer survey.
I must have, though.
It's about children's screen time during COVID.
68% of parents agree screen time has increased. Tick.
60% says they feel they have no choice. Tick
58% say they feel guilty about the time their child spends online. Tick.
49% have had to abandon rules for screen time. Tick.
See what I mean? I must have been part of that survey, because it mirrors my experience perfectly.
Santos ad
I know a few Santos peeps ('Santosites' I call 'em) read this newsletter.
Just wanted to say I love the TV ad.
Keep seeing it - seems to appear a lot on breakfast TV.
Good stuff. Can't wait to be back in your offices ... at some point.
Webinars
Remote learning: copywriting courses, by remote. Got an internet connection? You can learn. Pick your topic, then contact me Nice idea, Jon ... >
QotW
Quote of the week:
'To swear off making mistakes is very easy. All you have to do is swear off having ideas.' Leo Burnett
Next workshops
• Maximum Copy: online and in-house
• Copy Ninja: the craft via Zoom, Webex, Teams, GoTo
• Writing for Digital: about the web, over the web
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