Communication clarity is really hard in the 21st century… a mantra I have recited over and over in this space. It’s hard because of the noise, the competition for mind share, and shrinking attention spans. But often the best way to combat difficulty and noise is to focus on the most simple, basic elements of what you are trying to achieve. You are competing for clients’ mind share and attention span? It’s complicated out there in the world today? Lots of things to talk about? All of the above?
The best way to compete in a loud, busy, complicated business space is to try NOT to be loud, busy and complicated. In fact, the best way to compete in a loud, busy, complicated space is to present something that is calm, thoughtful, with easily-understood value. Make it easy for your customers to understand what you do for them… why you are valuable for them… how you will save them time, or build their bottom line, or make them better at something that is important to them.
We spend a lot of time talking to people in lots of organizations… smart people… thoughtful, diligent people. And we are always amazed how many people make their communication harder than it has to be.
Clear, simple, valuable communication starts with your preparation. And in your preparation, the more clear and simple the questions are that you ask yourself, the more likely you create communications that are clear and simple. Questions like:
So what do we want to be known for?
What do we want people to hear and remember about us?
What do you customers want most from us?
What do our customers need from us?
Questions like these, and others, are at the heart of great business communication preparation. And anything that drifts beyond your answers to these questions should be cut away. Get rid of it. It will only clutter things up.
Keep it simple. Ask yourself simple questions. Limit yourself to simple answers. And then build around that.
Don’t make it harder than it has to be.
Have a great day.