Does Your Audience Understand You?

How to keep it clear and simple to get your message across

Is it just me or do you find it annoying when you are asked an ambiguous question? Worse still is being met with a blank stare when you have made what you believe to be a perfectly simple request.

Both scenarios are often the result of miscommunication. Are you communicating your message clearly enough?

Clarity is the most important thing in all communication, whether that is written or verbal. When it comes to marketing, having a clear understanding of your services, especially the benefits for your customer, is vital. Make it easy for your audience to comprehend your message. If the benefits of your services or WIIFM (“What’s In It For Me?”) isn’t obvious to the reader, you will soon lose their interest. And don’t forget the call to action (CTA). Is it clear what you want the reader to do next, i.e., contact you?

“If you can’t explain it simply, you don’t understand it well enough”

Albert Einstein

Business owners often make the mistake of going into the minutiae, believing that the reader is interested in every minor detail. In fact, the reality is that the intricacies of your business are of no interest to your potential client or customer. They want to know why they should use your service or product and they want to know quickly.

This is more important now than ever before. Thanks to the advances in technology, the human attention span is at its lowest ever. According to a study by Microsoft, the average human being now has an attention span of eight seconds; less than that of a goldfish, which is apparently 9 seconds! Think about the implications of this in your marketing campaign. Put simply:

  • People don’t have enough patience to read through your content.
  • Even when people want to read your content, if it appears too comprehensive or ‘wordy’ they won’t bother reading it at all.
  • First impressions count. You don’t want your message to be saved to the “I’ll read later” folder, because often people don’t revisit that folder and you may have missed the opportunity of an inquiry or sale.
  • Be clear and get to the point. The purpose of your communication is to whet the appetite of the reader, so they are interested to find out more and buy your offering.

If in doubt, remember the acronym K.I.S.S. (Keep It Simple, Stupid).

Possibly a tad harsh, but you get the point.

Reproduced courtesy of Made Magazine, Made is bi-monthly lifestyle magazine covering the North Notts region’s events, news and features, showcasing the most compelling people, travel, outdoor pursuits, food, culture and style.

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