If you tried — and failed — to make cookies that looked as good as the picture on the box of cookie mix, or wound up hopelessly confused by the directions on how to assemble a table from IKEA, or built a model airplane that refused to fly, you know the importance of good instructions. But if you succeeded in doing any of these things, then you either learned from an experienced cook or model airplane builder, read an easily followed set of directions, or found a trustworthy recipe in a cookbook. However you learned to do these tasks, chances are it was the result of reading or listening to instructions, a specific type of explanation that is as important in business and professional communication as it is in daily life. As the learner reading or listening for the advice instructions give, you would have had a very definite set of expectations, just as the writer of instructions has rules that must be followed. Looking more closely at these two communication “partners,” here are some of these expectations and rules:
The reader of an instruction manual has the following expectations:
The writing must be clear and easy to follow. The sentences must be brief and to the point. The language must not be too technical (and any technical words would be immediately explained). The verbs should be in the imperative mood (“Take two eggs . . .” or “Press hard on the outer edge of the wing flap”). The graphics should show what the model airplane will look like when complete. And the steps, if followed exactly, would result in a model airplane, cookies, or a table that looks exactly like the picture. The reader, then, is expecting to be successful – able to do the work and to create the end product as the instructions promise.
The writer of an instruction manual must follow these rules:
The writing must be as clear as the proverbial bell: free of ambiguity, decoration, or vague language. Technical writer Judith Van Alstyne explains in Professional and Technical Writing Strategies that instructions and instruction manuals – no matter how brief – describe for the reader or listener what actions or procedures must be followed. The idea here is the writer must keep the reader’s needs in mind because the reader is depending on the writer for important information, and the writer is obligated to be truthful, trustworthy, and as informative as necessary. This means also that the instructions must be complete, stating what materials or supplies are needed, what steps are to be taken, and the sequence in which these steps are to be performed.
Cheryl Hamilton adds some other points to presenting good instructions. In her textbook, Communicating for Results, she advises that it is important to be specific (“Allow the glue to dry for 24 hours”), to use simple comparisons where they are helpful, and to use repetition (“Remember to . . .”). Such advice can be the difference between a “huh?” response and the “Oh, I understand!” excitement of being able to carry out the instructions and anticipate the enjoyment of using the completed object.
Clearly, instruction writing is no simple task, and, in sum, instructions have to be transparent, so the ideas themselves and the steps to getting something done are clear, and they must be accessible, so the reader or listener is neither stumped nor challenged, either of which could result in delays in learning or a situation where the reader or listener, confused and frustrated, gives up altogether.
So if good instructions in an instruction manual are necessary, what does this mean for your business or organization?
Good instruction manuals inform, educate, guide, and meet the expectations of their readers as they adhere to the requirements of this type of business and professional discourse. And there are substantial benefits to the organization as well as the client or customer. For a business, this can mean fewer customer service complaints, a reputation for reliability and trustworthiness, and repeat sales. And for any organization, good instruction manuals can help create the kind of good will that cements the relationship between the organization and its customers or clients — very important benefits indeed!
Use this 10-point checklist to keep your instruction writing on track:
____ Are the instructions at the appropriate level of technical difficulty (novice, intermediate, expert)?
____ Is the writing clear and easy to follow?
____ Are unfamiliar technical terms identified in the text or in a Glossary?
____ Are all of the steps in the process presented and are they in the proper sequence?
____ Are any required supplies or materials listed at the beginning of the instructions?
____ Do appropriate graphics show what the finished product looks like?
____ Do headings identify and separate the important sections of the instructions (e.g., Supplies Needed)?
____ Is specific information about the time required to complete the instructions clearly presented?
____ Are specific precautions, warnings, and reminders clearly shown?
____ Is “help and support” via phone, email, or chat prominently displayed?
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