Effective Messaging: Less is More
Do you have the time for me to sell you on my great new thing?
Probably not. (By the way, your clients feel the same way.)
It is tough to grab attention these days, even for something as important as financial well-being. We are bombarded with information everywhere we go, and it is getting worse by the day. Knowing this, how do you get your message out there?
Providing Vs. Consuming Information
People tend to provide information differently then they consume it. When providing information, we usually want to share a lot, hence long articles and emails. However, in consuming information we base our effort on the degree of our own personal motivation and need. Consider these areas where you may be consuming information:
- Upskilling for career advancement
- Personal interests and leisure
- Events that trigger a learning need (e.g. how to change a tire)
People do not consume information for the sake of consuming it. To grab attention, less is more.
A Succinct Message
As a Corporate Trainer, I’ve observed how we have taught ourselves the art of the ‘skim’. You are probably skimming this article right now – gleaning the first sentence of each paragraph. My advice as a content provider? Use that to your advantage. Don’t bury your message halfway down – put it right up front. A skimming eye won’t see your key messages if they are buried in your article.
Remember, you are competing for attention. We simply can’t consume all of information that is being shoved out to us. We cope by skimming through stuff and ignoring what seems overwhelming.
Use Features with Text
What is your key message? There is a lot to say about your value proposition, your insights, and your approach. It’s okay to create a well laid out statement for people to read, but remember that most people won’t bother reading it in its entirety. You will need to sum up the message in a clear and impactful sentence that will stick.
Think of it this way: If your audience only takes one thing away from your text, what would you want it to be? That is the message that belongs in your callouts.
Other great attention-grabbing features include:
- Bullet points
- Simple, plain language
- Visual elements
- Relatable analogies
Final Thoughts
Even before reading a single word, people have looked at your message and decided whether they have the mental capacity to consume it that instant. A message that is visually overwhelming will likely get put in the “someday” pile. Your expertise is only valued by clients when they can absorb what you have to say.
Keep the message tight and watch your readership soar.
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