Powerful words – Five tips on ensuring you are communicating effectively

A couple of recent client meetings really highlighted some pitfalls which are being overlooked when it comes to effective communications. With heads down focused on delivery of programmes, all too often I am seeing a focus on what they should be doing in terms of marketing comms activity, or talking about what the company does, and not what they should be actually be saying to engage their target audiences. Jumping in without taking the time to define what is you’re trying to say will only lead to wasted resources and frustration. 

Here’s my five guiding principles for ensuring messages land, whatever the communications channels you choose; 

• Be clear on who you are trying to reach, homing in as close as possible to the exact audience. Then, put yourself in their shoes. Do some research to understand what is relevant to them, what is important to them. Don’t assume you know them! Understanding your audience will help you be relevant, be important to them and to speak their language.

• Don’t try and say too much. We get bombarded with messages everyday – what’s the one (possibly two, at most three) things you want your audience to know about you. Be specific to cut through the noise.  

• Explain how you solve their problem. It shows you understand them, and makes you relevant for consideration, especially new customers and members. I often refer to this as the ‘glue’ – the thing that has the potential to bind an audience to an organisation or brand. 

• Don’t just assume your word will be taken as given – where you can build trust and confidence, provide reassurance. What proof points have you got to reinforce what you are saying? Data? Awards? Accreditations? Testimonials?  

• Be authentic - speak about what you know with knowledge, expertise and passion. People see through the BS. Don’t blag, don’t bamboozle, be consistent, be genuine!