Ever stop to notice sometimes how difficult it is to know exactly what the other person is talking about?The reason is simple: Communication doesn’t take place on the sending, writing, or speaking side. It occurs almost exclusively on the reading and listening side.
You can write and chatter all you want in the clearest language you know. But no matter how clear it is to you, if it sounds like a foreign language to your reader, you are not communicating.
When it comes to marketing, the people you talk to sometimes know more than you do about what you are selling. Other times, your readers have only a rudimentary understanding of the product. Since you may never know the level of your clients’ expertise, I recommend that you incorporate basic summaries and overviews in your copy that anyone can understand.
Marketing words need to find a happy medium between speaking to experienced buyers and communicating with prospects who know almost nothing about you — except that they might consider doing business with you, or at least learn more about you and your product, if they understood what you can do for them.
The goal is clarity. Avoid long sentences, big words (unless they are essential), and jargon. When you use easy-to-follow headlines and subheads… and recap your text in short and frequent summary blocks… clarity and understanding mushrooms.
Keep in mind that unless your readers understand your entire message, the tedious hours of selecting just the right words could go to waste.
Please feel free to contact me directly for additional strategies to increase the precision and effectiveness of your messages.
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