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Enhancing Video Communication Accessibility for the Visually Impaired 

In today’s digital age, where visuals and videos play a significant role in marketing and advertising, it’s essential to consider the diverse needs of your audience. While many brands focus on creating visually appealing content, they often overlook a crucial aspect – making their communications accessible to everyone, including individuals with disabilities. In this blog, we’ll shed light on the importance of making your communications more accessible for visually impaired audiences and provide insights for brands and marketers on how to improve their video messaging and advertising for this community. 

The Current Scenario 

Imagine watching a video advertisement without any context or description. Would you be inclined to buy a product if you couldn’t even understand what the ad was about? This is a challenge that millions of people with vision impairments face every day. According to a recent study by Extreme Reach, an advertising research company, only one percent of all video advertising includes audio descriptions, making it challenging for people with vision impairments to comprehend the content. 

This raises a poignant question: Even with pleasant, engaging music playing throughout, if a video advertisement doesn’t clearly identify what the product, service, or brand is, how will blind and visually impaired audience members know whether it’s something they’re interested in? 

Studies show that many people with sight loss are unable to understand the information intended for them in advertisements. And many need to rely on sighted companions to help them understand that information. 

The Market Potential 

Brands and marketers have a significant opportunity to tap into a vast and often overlooked market segment – the millions of consumers with vision loss worldwide. These consumers are eager to engage with products and services, but they face barriers when advertisements lack accessibility features. 

Understanding the Importance of Accessibility 

Inclusivity and Social Responsibility: 

Creating accessible content isn’t just about complying with legal requirements; it’s about fostering inclusivity and demonstrating social responsibility. By ensuring that your communications are accessible to all, you send a powerful message that your brand is committed to serving diverse communities. 

Tapping into a Lucrative Market: 

People with disabilities have substantial purchasing power, and they are more likely to support businesses that prioritize accessibility. By making your communications accessible, you open the doors to a potentially loyal customer base. 

Enhanced Reputation: 

An accessible and inclusive approach can enhance your brand’s reputation. Positive word-of-mouth from the disability community can lead to increased brand loyalty and recognition. 

Legal Compliance: 

In many regions, there are legal requirements to make digital content accessible. Failing to comply with accessibility regulations can lead to legal consequences and damage your brand’s image. 

Practical Steps for Brands and Marketers to Improve Communications for Visually Impaired Consumers: 

Consult with Accessibility Experts: 

Consider working with accessibility experts or consultants, such as your audio marketing provider, who can audit your content and provide guidance on making it more inclusive for visually impaired audiences. 

Prioritize User Experience: 

Design your video communications with user experience in mind. This includes clear and consistent navigation, logical content order, and a focus on simplicity and clarity, so that your communications are accessible for all users. 

Include Audio Descriptions: 

Partnering with your audio marketing provider to add audio descriptions to your videos is a simple yet effective way to make your content accessible to the visually impaired. Audio descriptions provide beneficial context by narrating visual elements, actions, and expressions in your videos, helping individuals with vision impairments better understand the content. 

Implement Alt Text for Images: 

Alt text (alternative text) should be used for all images and graphics in your visual communications. Alt text provides a brief description of the image, allowing screen readers to effectively convey the information to blind users. Your alt text should be concise but also as descriptive as possible to optimize communication for visually impaired users. 

Caption Your Videos: 

Ensure that your videos have accurate captions. These captions should not only include spoken dialogue but also describe relevant audio cues and sound effects. This will allow screen readers to convey information quickly and accurately to visually impaired audience members. 

Leverage Screen Reader Compatibility: 

Ensure that your website and video platform is compatible with screen reader software. Test your content with popular screen readers to confirm accessibility. 

Test with Real Users: 

Include visually impaired users in your testing process to receive feedback and make necessary adjustments. They can provide valuable insights into the accessibility of your content. 

Regularly Audit Your Content: 

Periodically review and audit your visual and video content for accessibility issues. As technology and standards evolve, it’s essential to keep your content up to date. 

Promote Accessibility Awareness: 

Educate your audience about the accessibility features you offer. Make it clear that your brand values inclusivity. 

Seek Feedback and Improvement: 

Actively seek feedback from your visually impaired audience. Use their input to make continuous improvements to your accessibility efforts. 

In Summary 

Incorporating accessibility into your video communications isn’t just a checkbox on a compliance list – it’s a genuine commitment to inclusivity and a smart business strategy. By making your content accessible to everyone, including individuals with vision impairments, you can tap into a substantial market, enhance your brand’s reputation, and demonstrate your dedication to social responsibility. In a world where diversity and inclusion are increasingly valued, ensuring accessibility is not just a choice; it’s a necessity for brands and marketers aiming to reach all audiences. 

A Final Word 

For an excellent example of an organization dedicated to accessibility, check out this video from The Chicago Lighthouse – a world-renowned social service organization serving the blind, visually impaired, disabled, and Veteran communities with comprehensive vision care and support services. And to learn more about this organization, visit their website: ChicagoLighthouse.org

Key Takeaways: 

Inclusive Communication is Crucial: In the digital age, creating visually appealing content is important, but ensuring accessibility for all, including the visually impaired, is equally essential. Neglecting accessibility hinders the ability of millions to engage with your content. 

Untapped Market Potential: Brands and marketers have a vast, often overlooked market segment in the visually impaired community. Making content accessible opens the door to a potential loyal customer base. 

Inclusivity and Social Responsibility: Accessibility isn’t just a legal requirement; it’s about inclusivity and social responsibility. It sends a strong message that your brand values diverse communities, positively impacting your reputation. 

Legal Compliance: Complying with accessibility regulations is essential, as non-compliance can lead to legal consequences and harm your brand’s image. 

Practical Steps for Improvement: Brands can take practical steps to improve accessibility, including consulting with experts, prioritizing user experience, adding audio descriptions, implementing alt text for images, captioning videos, ensuring screen reader compatibility, involving visually impaired users in testing, and regularly auditing content. 

Promote Accessibility Awareness: Educate your audience about the accessibility features you offer and actively seek feedback from visually impaired users to make continuous improvements. 

Business Strategy for Inclusivity: Incorporating accessibility into your communications is both a commitment to inclusivity and a smart business strategy. It can help you tap into new markets, enhance your brand reputation, and show your dedication to social responsibility. 

A Necessity, Not an Option: In a world where diversity and inclusion are increasingly valued, ensuring accessibility is not just a choice; it’s a necessity for brands and marketers aiming to reach all audiences. 

FAQs:

Q: Why is video communication accessibility for the visually impaired important? 

A: Video communication accessibility is crucial to ensure that everyone, including individuals with vision impairments, can access and understand your content. It promotes inclusivity, taps into an underserved market, enhances your brand’s reputation, and ensures legal compliance. 

Q: What challenges do visually impaired individuals face when accessing video content? 

A: Visually impaired individuals often face challenges in comprehending video content that lacks audio descriptions, captions, and alternative text for images. Without these elements, they may struggle to understand the visual and auditory aspects of videos. 

Q: What is the market potential for brands to cater to visually impaired consumers? 

A: Brands have a significant opportunity to engage with the millions of visually impaired consumers worldwide. These consumers are eager to access products and services but often face barriers when advertisements lack accessibility features. 

Q: How can brands enhance their reputation through accessibility efforts? 

A: Brands that prioritize accessibility send a powerful message of inclusivity and social responsibility. Positive word-of-mouth from the disability community can lead to increased brand loyalty and recognition, which ultimately enhances their reputation. 

Q: What are the practical steps brands can take to improve video communication accessibility? 

A: Brands can consult with accessibility experts, prioritize user experience, include audio descriptions, implement alt text for images, add accurate captions to videos, ensure screen reader compatibility, test with visually impaired users, and regularly audit their content for accessibility issues. 

Q: Why is it important to educate the audience about accessibility features? 

A: Educating your audience about the accessibility features you offer demonstrates your commitment to inclusivity. It helps users understand that your brand values all customers and is actively working to make content accessible to a diverse audience. 

Q: Is accessibility merely a compliance necessity, or does it offer strategic benefits for businesses? 

A: Accessibility serves dual roles. While it addresses compliance requirements, it also presents a strategic opportunity for businesses. Embracing accessibility can attract a devoted customer base, bolster brand reputation, and demonstrate a commitment to social responsibility, all of which have significant business advantages. 

Q: What proactive steps can brands take to gather valuable feedback and enhance their accessibility efforts? 

A: To drive continuous improvement in accessibility, brands should engage directly with visually impaired audience members. Actively soliciting feedback, listening to their insights, and promptly making necessary adjustments are essential actions. This ongoing process is crucial for refining accessibility features and ensuring that they truly meet the needs of the visually impaired community. 

Q: What can visually impaired individuals do to advocate for improved accessibility in video content? 

A: Visually impaired individuals can actively engage with brands and organizations to highlight the importance of accessibility. They can offer feedback, share their experiences, and promote awareness of the need for inclusive video communication. 

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script samples scriptwriting tips

The Power of Plain Language

Revolutionizing Communication in Message-On-Hold and IVR Scripts 

Overcome the Pitfalls of Communication Challenges 

In today’s dynamic business landscape, effective communication is the linchpin that sets successful organizations apart. From public-facing communications to internal interactions, every message matters. Message-On-Hold (MOH) and Interactive Voice Response (IVR) scripts are among the often-overlooked domains where communication can be significantly enhanced. This is where the power of Plain Language comes into play, reshaping how businesses connect with their customers and stakeholders. 

What is Plain Language? 

Plain Language is not just a writing style but a philosophy that revolves around simplicity, clarity, and user-friendliness. Its purpose is to ensure that the intended audience can (1) find what they need, (2) understand what they find, and (3) use that information to meet their needs. By making sentences clear and easy to understand, Plain Language transcends the boundaries of complex content to make communications of all types – including audio marketing scripts – user-friendly and easy to navigate. 

Empowering Customers through Message-On-Hold Scripts 

Message-On-Hold scripts serve as an opportunity for businesses to engage their customers while they wait in queue for a representative to assist them. Often, these scripts can be filled with technical jargon or complex language that leaves callers frustrated and disengaged. However, employing Plain Language in these scripts can be a game-changer. By using simple and clear language, businesses can deliver information seamlessly, reducing caller frustration and enhancing the overall customer experience. 

Example A (not using Plain Language): 

“Thank you for calling ABC Medical Center, where we endeavor to adhere to the most cutting-edge and advanced medical protocols, harnessed to address the unique and urgent nature of cerebrovascular incidents, commonly known as “stroke.” A stroke is a neurological dysfunction that occurs due to an abrupt and localized alteration in cerebral blood flow, precipitated by thrombosis, embolism, or hemorrhage. Rest assured, our team – including esteemed neurologists, interventional radiologists, and neurosurgeons – is primed and resolute in their commitment to providing comprehensive and multidisciplinary care to optimize clinical outcomes and improve patient prognosis while emphasizing acute and long-term rehabilitation strategies. It’s important you educate yourself about the signs of a stroke, so you know how to react quickly. If you believe you or someone you know is experiencing a stroke, do not postpone treatment. Don’t wait to see if symptoms stop because every minute counts. The longer a stroke goes untreated, the greater the potential for brain damage and disability. Call 911 or go directly to the emergency department at ABC Medical Center, where our dedicated team will provide immediate care.” 

Example B (using Plain Language): 

“ABC Medical Center would like to remind you when it comes to a stroke, time is of the essence, so it’s important to recognize the following symptoms:  

Sudden numbness or weakness in the face, arm, or leg (especially on one side of the body). 

Sudden confusion, trouble speaking, or difficulty understanding.  

Sudden trouble seeing in one or both eyes.  

Sudden trouble walking, dizziness, loss of balance, or lack of coordination.  

If you or someone around you experiences these symptoms, contact emergency services right away or seek immediate medical attention at your nearest emergency department. Remember, quick action can make a big difference in receiving the proper medical care.” 

Example A (not using Plain Language): 

“If you have a billing question and would like to speak with our Accounts Receivable department, press 1. Press 2 for technical support and follow the prompts to reach the representative best suited to your needs. For all other questions, we’ll be happy to help you – just press 3 to speak with our General Inquiries department, and a customer service representative will be with you shortly.” 

Example B (using Plain Language): 

“For billing, press 1. For technical support, press 2. For all other inquiries, press 3.” 

Ensuring Clarity, Every Step of the Way 

The importance of using Plain Language in Message-On-Hold and IVR scripts lies in its ability to ensure clarity at every step of the customer journey. When customers encounter clear and easy-to-understand messages, they feel valued, respected, and understood. Plain Language enables businesses to build positive brand impressions and nurture strong customer relationships. 

Measurable Results for Real Impact 

Just as with any other communication endeavor, Plain Language implementation in Message-On-Hold and IVR scripts yields measurable results. Reduced call center volumes, shorter wait times, and increased customer satisfaction can be quantified and analyzed, proving the efficacy of Plain Language in enhancing business outcomes. 

Embracing Plain Language: A Win-Win Investment 

Adopting Plain Language in Message-On-Hold and IVR scripts need not be an expensive or time-consuming process. Your audio marketing provider’s script writing team can provide the necessary edits to help facilitate the transition to Plain Language in your Message-On-Hold and IVR scripts. By investing in Plain Language, businesses can reap the rewards of improved customer experiences, streamlined communication, and enhanced brand reputation. 

Plain Language Mastery: Your Key to Enhanced Customer Connections 

In the age of customer-centricity, every interaction counts. Utilizing Plain Language in Message-On-Hold and IVR scripts is a strategic move that demonstrates a commitment to clear communication, customer satisfaction, and organizational success. By making language accessible and user-friendly, businesses can empower their customers, streamline call center operations, and cultivate long-lasting relationships. Embrace the power of Plain Language in Message-On-Hold and IVR scripts and elevate your communication to new heights. Your customers will thank you for it. 

Key Principles for Applying Plain Language to Communications: 

1. Know Your Audience 

2. Keep Sentences Short 

3. Use Simple Words 

4. Define Acronyms and Terms 

5. Break Information into Digestible Chunks 

6. Use Active Voice 

7. Prioritize Important Information 

8. Use Visual Aids Sparingly 

9. Proofread and Simplify 

10. Test with Real Users 

11. Keep It User-Centric 

12. Train Your Team 

13. Revise and Iterate 

FAQ

Q1: What is Plain Language?

A1: Plain Language is a philosophy of communication that focuses on simplicity, clarity, and user-friendliness to ensure that information is easy to find, understand, and use by the intended audience. 

Q2: Why is Plain Language important in communication? 

A2: Plain Language is important because it enhances the effectiveness of communication, reduces confusion, and improves the overall user experience. It is particularly valuable in situations where complex information needs to be conveyed clearly. 

Q3: How can Plain Language benefit Message-On-Hold and IVR scripts? 

A3: Plain Language in Message-On-Hold and IVR scripts makes information more accessible to callers, reduces frustration, and streamlines the communication process, ultimately leading to improved customer satisfaction. 

Q4: Is adopting Plain Language a costly process? 

A4: No, adopting Plain Language in your scripts doesn’t have to be costly. Your audio marketing provider’s script writing team can help you make the necessary edits to transition to Plain Language, ensuring a cost-effective approach to improved communication. 

Q5: What are the measurable results of using Plain Language in scripts? 

A5: Measurable results of using Plain Language in scripts include reduced call center volumes, shorter wait times, and increased customer satisfaction. These outcomes can be quantified and analyzed, proving the efficacy of Plain Language in enhancing business outcomes. Plain Language also contributes to improved communication efficiency and reduced customer frustration, which can lead to positive impacts on an organization’s bottom line and reputation. 

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healthcare message on hold script samples

September Healthcare Content Cure -On Hold Script Samples 2018

Summer is slowly ending, and back to school commercials have begun to play. It’s that time of month for us to share our monthly Healthcare Wellness Observance Days for September and the script excerpts that can be used. From Childhood Cancer Awareness Month to World Alzheimer’s Month we have the Message on Hold script excerpts you need to raise awareness and share prevention tips. 

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healthcare message on hold script samples

Cure for Content: August – Message on Hold Healthcare Script Samples 2018

Don’t miss out on the opportunity to share content regarding these August events! If you haven’t seen our previous July blog with additional content for healthcare you can check it out here. The August observances do differ from those of  July, as in there are no observance days for the month of August. Each month does have its own observances, so no two months will share the same topics.

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healthcare message on hold script samples

2018 July Content Cure for Healthcare Facilties Message on Hold

As marketers, it can be challenging to develop content for all your communication channels.  Involvement in your industry is necessary for producing any type of marketing content. From social media posts like Snapchat to Message on Hold content for your phone, you want to keep your callers up-to-date and informed while presenting your institution as a leader in the industry. 

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healthcare message on hold script samples

June – Healthcare Content Cure – On Hold Script Samples

June brings more days of sunshine.  Below are on hold script samples that your patients and callers can listen to while they are on hold. Read our healthcare blog to learn more about March Wellness Observances and sample message on hold scripts you can use for your marketing programs.

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healthcare message on hold script samples

May – Healthcare Content Cure – On Hold Script Samples

With warmer weather here, spring is a perfect time to update your message on hold program.  Below are on hold script samples that your patients or callers can listen to while they are on hold. Read our healthcare blog to learn more about March Wellness Observances and sample message on hold scripts you can use for your marketing programs.

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healthcare message on hold script samples

April – Healthcare Content Cure – On Hold Script Samples

Can you believe Spring is around the corner?! We can’t either. A new season means more wellness observances! Below are on hold script samples that your patients or callers can listen to while they are on hold. Read our healthcare blog to learn more about March Wellness Observances and sample message on hold scripts you can use for your marketing programs.

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healthcare message on hold script samples

March – Healthcare Content Cure – On Hold Script Samples

Can you believe Spring is around the corner?! We can’t either. A new season means more wellness observances! Below are on hold script samples that your patients or callers can listen to while they are on hold. Read our healthcare blog to learn more about March Wellness Observances and sample message on hold scripts you can use for your marketing programs.

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healthcare message on hold script samples

February – Healthcare Content Cure – On Hold Script Samples

February isn’t only about Valentine’s Day! Even though it’s the shortest month, there are still wellness observances to know about. Don’t forget to remind your callers about these healthcare wellness observances. Read on to learn more about the February Wellness Observances and sample message on hold scripts you can use for your February marketing programs.