Do any of these issues sound familiar?
- Call-to-action messages included with newsletter articles, posters and emails receive low responses.
- Important information is thoroughly covered in communication pieces, and yet, customers seek answers to questions that were already discussed and “completed” in those well-thought-out communication efforts.
- Printed newsletters and handouts are discarded (instead of kept for future reference), and electronic emails are never opened.
Giving your communications the elements they need to entice your audience doesn’t have to take a ton of effort. It all comes down to getting a good read on your customers and then giving them what they want and need. In today’s “instant” world, the best bet might be to take an approach that focuses on making your communications easy to read, easy on the eyes, and entertaining.
The task of creating effective written communications sounds more challenging than it really is. It pretty much boils down to writing, editing, and design.
- Writing: Start with a good mix of topics written in several formats. Include content that appeals to everyone. Give your communications a personality by using a chatting, conversational tone with humor sprinkled in.
- Editing: Make sure the articles are written in plain language (no corporate speak or cryptic acronyms that many people may not know). Also, be thorough, answering all the questions readers might have or directing readers to places where they can get more information. Oh, and don’t forget clever headlines.
- Design: No large blocks of copy. Ever. Leave plenty of white space to make the communication seem less overwhelming. Always pair with pictures. Rely on eye-catching images – ones that “tease” would-be readers to check out the communication’s message.
Bottom line: Make communications fun and easy. Make them entertaining for you to write and easy/inviting for your customers to read, and you have a pretty good recipe for communication success!