Say Less . . . Communicate More
Clean and simple messaging is wildly effective. While this idea appeals to most people conceptually, many businesses are impaired by messaging that is bloated, unfocused and ineffective. It's not from lack of effort, ironically it's often because they're trying too hard. Making small adjustments can transform your messaging efficacy. Here are three ways to produce more simple and effective messaging.

Shift Your Perspective

Products and services are only interesting in the context of a recognized need or want. Too often companies build messaging around the merits of their product or service, not around the value it creates for their customers. Assume the point-of-view of your customer and learn what they think and equally important, how they feel. Meaningful connections occur when people ‘feel’ understood.

Here’s an abbreviated example: You may produce the best generator available, but most business owners just don’t care. Yet, in the context of severe weather power outages that cost 5+ days of operating revenue and unrecovered losses of perishable product, generators become an interesting option or requirement. Logically, it’s less about electricity and more about protecting revenue. Even more interesting, is that generator purchase consideration is really motivated by a desire to mitigate the feeling of impotence that business owners experience in these situations. Emotional awareness does matter.

Manage Expectations
Have realistic expectations about how much you can effectively communicate at one time. Trying to force too many ideas into a finite space or time terminates interest very quickly. Don’t worry, a good idea will stand on its own and naturally opens the door for sequential messages to follow.

Apply a logical order to information. Segment your messaging to initially attract and then retain attention based on the value of what you’re saying. Progressively layered messaging that enables people to drill down to their level of interest is how powerful impressions are made. If your initial idea grabs people’s interest, they will naturally dig deeper.

Subtractive Editing
Message development has three primary stages:

    1. Identify desired outcomes
    2. Aggregate concepts and ideas
    3. Strip away non-essential ideas and information

Subtraction is the most challenging and rewarding part of message development. The hard part is cutting good ideas that don't quite fit. (Save them, you may come back to them another time.) The reward is the emergence of a clean and compelling message that clearly resonates. You'll know it when you get there because it sounds right, it looks right and it feels right.

Say less, communicate more.

Jody Kaufman   
Principal   |   Klēn Design