The “Make Science Sexy” Checklist

Aug 30

Our Checklist for Writing Consumer-Friendly Technical Content

We know sex sells: but what about science?

It’s easy for content to fall flat when you’re wading into technical territory. When we’re used to speaking within our industry echo chamber, we can sometimes unintentionally alienate the very people we wish to educate and serve.

That’s why we developed our “Make Science Sexy” Checklist: to keep ourselves in tune with our audience, so they can get the most out of our expertise.

Make Science Sexy: The Checklist

Know Your Audience

Write out the knowledge level and interest level of your audience. Are you speaking to consumers who want a quick, simple fix and trust you to handle the rest? Or are you speaking to educated consumers who want to understand the science behind your services?

Tweak your language and content to reflect your audience’s existing knowledge and degree of interest.

Emphasize the “Why”

Clearly state WHY this information is relevant to your audience and their needs.

If you believe that this technical information will allow your audience to make an informed decision as a consumer, say so. If you believe they’ll simply find it interesting, say so.

Clarify WHY your audience should know this information, THEN provide it.

Simplify and Clarify

Break down complex concepts into simpler terms. Where can you replace medical or technical terminology with analogies, metaphors, or relatable examples?

Quickly define any technical terms that your audience may not already be familiar with, so nobody feels left out of the conversation.

Tell a Story

In a similar vein, storytelling is a potent tool for explaining scientific concepts in a digestible way. Create a story that follows a problem-solution structure or presents the topic's evolution. We’re biologically hard-wired to love a good story: especially when it’s relevant to us.

Use Sexy Imagery

Set the mood by using high-quality imagery and design elements that entice your audience and are aligned with your brand strategy.

Bonus points if the content of those visual elements has a direct correlation to the technical information you’re sharing: for example, you could use an artistic rendition of Foxglove on an article discussing the properties of Foxglove, rather than some random plant or chemical compound.

Visual Aids

Visual aids like diagrams, infographics, charts, and videos help to illustrate complex concepts visually, and can make the content more accessible and engaging. Not everyone learns best by reading, so it’s important to diversify the presentation of your information when possible.

Present Information in Chunks

Nobody wants to read a three-page-long paragraph. When you present information in smaller, manageable chunks, readers won’t feel overwhelmed or turned off. Use subheadings, bullet points, and short paragraphs to break down the content into bite-sized sections.

Use a Conversational Tone

Don’t try to impress your audience by using big fancy words, because you’ll end up alienating them.

Instead, try explaining the information like you would to your (non-industry) best friend. Use your language to uplift and connect with your audience. Avoid technical jargon unless you’re confident your audience understands it.

Don’t condescend; befriend.

Anticipate and Address Questions

There’s nothing more satisfying than thinking of a question while reading, and then having that question be answered in the following paragraph. Answer your audience’s most common questions as they have them, so that they can seamlessly return their attention to you.

Address Misconceptions

Call out the misconceptions you frequently hear as a professional, but remember to stay kind and non-judgmental so your audience doesn’t feel embarrassed or stupid for not having your knowledge. Your attitude is important here: make sure that you’re using your expertise to uplift people, not shame them.

Cite Reliable Sources

Even if your audience isn’t very investigative by nature, it’s important to back up your claims with reputable sources when discussing complex scientific topics. This builds credibility and trust with your audience, and allows for easy exploration if they desire it.