Why We Don't Read
If you're trying to position a complex idea to complete strangers in the U.S. you have one really big challenge in front of you.
Most Americans don't read.
I can cite all sorts of tests and studies to back up that statement, but I think we can pretty much take that as given. Those studies give us all sorts of reasons that people don't read, from bad teachers to lead in the water, but there are a couple themes.
We can bemoan the fact that people don't read and blame the schools or just call people stupid, but the reality is we're trying to cram too much stuff into people's brains. So, slow down, break it apart, and think about what you're trying to say.
Then you can add context and build on your message by having more short, simple, to the point content to follow up with.
Let me know if you need some help taking your complex messages and turning them into easy to understand, quick to consume content.