by Áine Girn, Account Director
In a year like no other, we explore why clear messages are more important than ever.Back to insight
In an already congested communications world, the coronavirus pandemic has highlighted the necessity for clarity in our communications. Be they business, government or leisure driven, the past few months have seen us constantly bombarded with messages and information.
Over 9 million people in the UK have been placed on the furlough scheme since March 2020, leading to a massive rise in the number of people available to consume information at their leisure throughout the day. Emails, social media notifications and news updates ping into our lives at an increasing rate. But with so much traffic directed at audiences, how can you ensure your messages won’t be crowded out or simply ignored?
The easy solution to this dilemma comes down to simplicity and clarity in your communications. With the ‘content is king’ mantra that has been a staple of marketing and advertising over recent years, now more than ever there is a need for clarity in the content being released. Joe Public is complaining of information overload, mixed messaging and changing concepts. To keep the attention of your audience, the best tactic is to dial down the sales-speak and blatant marketing in your messaging and stick to the point.
Stating up front the point of your communication enables your audience to make an informed decision whether to engage with your message or not. Of course you don’t want your messages to be ignored, but by letting your audience know the root of your message right from the start you are drawing them in to engage with you further. Instead of having to skim read a lengthy email or post in order to decide if it’s relevant for them or not, you are allowing your audience to engage fully from the first word, as they have actively chosen to read your content.
It may sound overly obvious but always start with the point of the message. Rather than warm up with a ramble, spell out immediately what the objective is. This works across all communications, internal or external, and for all audience sectors. Have something to sell? Say so immediately. Need to have new information absorbed? Make it a headline. Asking for engagement or action? Call to action right at the beginning.
If you really want to make it through the sea of messages vying for the attention of your audience there’s never been a better time to reassess your strategy. By being direct, clear and concise you stand a far better chance of achieving your goal. There really is no value in ‘saving the best for last’ as all too often, no one will get there.