The Forgotten Customers: Writing for Vulnerable Audiences

Let’s be honest – not everyone moves at the speed of the digital world, and some people often get left behind, albeit through no fault of their own. Life’s circumstances can make navigating everyday processes that bit tougher, and when communication isn’t clear or thoughtful, it just makes things harder.

Writing for vulnerable audiences is less about dumbing things down and more about giving them the care and clarity they deserve. It’s about being mindful of how we present information (and how they digest it) so we’re not adding extra hurdles to their day. Because let’s face it, no one needs more hurdles.

Who Are These ‘Forgotten’ Customers?

Vulnerable customers are those who, because of their personal circumstances, might need extra support to access the guidance and information they need. They could be dealing with health issues, a significant life change or just feeling overwhelmed by the complexity of what’s in front of them. It’s not about singling anyone out, but understanding that at different points in life, we all need a bit of extra help.

The fair treatment of customers in vulnerable circumstances should be a key priority for every copywriter. This means making sure everyone can access the information they need, whether it’s in a more accessible format, simplified language or by finding ways to explain things more clearly. We all have a part to play in making sure no one gets left behind.

Step One: Drop the Jargon

The first thing to do when writing for vulnerable audiences is to check your jargon at the door. Sure, every industry has its fancy words, but that doesn’t mean they should make it into your customer communication. No one wants to read a paragraph that feels like it belongs in a technical manual.

I know it's a bit corny, but it really is about thinking how you’d explain it to a friend who’s not familiar with the topic. Use plain language that people can connect with easily - if it’s not clear, it’s not useful.

Step Two: Keep It Bite-Sized

People facing tough times often don’t have the headspace to take in giant blocks of text. When you're stressed or vulnerable, even the simplest task can feel overwhelming. So, give them information in manageable chunks.

Use subheadings, bullet points and short paragraphs to guide them through what they need to know. Make it easy for them to scan and find the key points without feeling like they’re wading through an essay.

Step Three: Don’t Sacrifice Clarity for Brevity

When we're breaking things down into bite-sized chunks, it’s important not to sacrifice clarity for the sake of brevity. Sometimes, a bit more detail is needed to make sure everything is crystal clear.

When writing for vulnerable customers, it’s okay to use a few extra words if it helps them better understand the information. The goal is to strike a balance - keep it concise, but don’t leave them guessing because you’ve trimmed too much away.

Step Four: Think Ahead

Think about the questions or worries that might pop into their heads as they read. Don’t wait for them to reach out and ask - try to address those concerns upfront.

For example, if there’s a form they need to fill out, explain what it’s for, why it’s needed and how to complete it in plain language. Better yet, guide them through it step by step. Preempt their potential worries, and you’ll be giving them the reassurance they need.

Step Five: Reassure and Reinforce

For vulnerable customers, sometimes the information alone isn’t enough - they also need a bit of reassurance. When writing copy, it's important to reinforce key messages and remind them they’re on the right track.

This could mean reiterating steps they’ve already taken, acknowledging any effort they've made or confirming that they have all the information they need to move forward. A little reassurance goes a long way in helping customers feel more confident and less overwhelmed.

Conclusion: No One Should Be Left Behind

Writing for vulnerable audiences is about being thoughtful, clear and supportive at every stage. From breaking content into manageable chunks, to ensuring clarity and anticipating needs, your copy can make a huge difference in how these customers feel about their ability to navigate complex situations.

It’s not just about avoiding confusion; it’s about building confidence. By taking the time to reassure and reinforce key messages, you help customers feel more understood and included. What a great boost for your brand!

At the end of the day, it’s not about making things easier for us writers - it’s about making our words easy for everyone to understand.