Wording Trial
Mass notices go to a small slice first; the clearest wording wins.
The job
Tests every mass message on small groups first, running two or three wordings against each other and measuring confusion in the replies. The clearest version goes to everyone else only after a director approves.
The moment
A mass notice about a road closure goes first to small test groups, in two different wordings.
Forty minutes in, 11% of replies to version A, "Main Street closed", ask which part. Version B, with the street names and the Friday exemption filled in, is at 2%.
B is declared the winner on a sample of 410, and the director taps approve.
48 hours later, confused replies from the other 48,500 residents are at 1%, against 9% for last month's untested notice.
What it does
- Start the confusion auction
- Send the winner to the remainder
- Clarify to the test slices
- Save a phrasing pattern
What you see
A test room with a confusion auction between wordings, a release gate, and a 48-hour verdict
What it moves
The share of confused replies and contacts about the notice in the 48 hours after a mass notice, compared with past notices.
Built for
- Marketing, brand & comms
- Operations
