Language is often viewed as a mere soft skill, a soft factor with no tangible impact. “But the reality is different – it is alarming, but also promises great opportunities.” Explained Gidon Wagner, founder and CEO of WORTLIA Tools GmbH in conversation with Otto Koller, editor of MedienManager.
“The damage caused by complex communication is not only tangible, it can be measured in money and time and reaches frightening proportions. “It leaves me speechless that, according to the University of Hamburg, 68 percent of the information from authorities and companies is too complex for most people. Imagine how much easier our (professional) lives could be, personally and in organizations, if we used clear language. Clear language is not only helpful, it is a well-studied factor for personal and professional success – clear language is money.” Gidon Wagner is convinced.
The fact is: people only read a maximum of 28 percent of your texts online – often only 20 percent. In its 2024 annual report, the Federal Association of Digital Publishers and Newspaper Publishers (BDZV) points out how important clear and simple language is for journalism. Patrick Klingberg from Hamburg writes in his contribution to the BDZV annual report: “Plain text is the best way to better meet the needs of a dwindling audience.”
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