I happened to chance upon a website the other day which looked interesting. Well, at least the landing page was. But the moment I entered the actual website, I was absolutely lost in a flood of information. I did only what any other reasonable human being would do. I closed the site. A marketing brochure that had turned up in my mailbox also met a similar fate. It landed in my trash can for being too verbose. Why do people like to complicate things? If you want to communicate with me, please understand that I don’t want to be subjected to long-winded, wordy messages with complicated words.
Communication essentially has three parts – the sender, the message, and the recipient. As the sender, your job is to decide on the communication objective. Please note that this is not to impress me with words. It is about crafting a message that can truly achieve the communication objective. Most communicators miss out on the last part and that is the recipient. If you do not consider me, the recipient, in this entire equation, then the entire exercise is a big waste. So please make sure that I am actually going to be interested in reading what you have to say. If you write too much, make it boring, use jargon, I may just discard your message.
The most important aspect of any communication is to ensure that the recipient is interested in the content and understands the content. Hence, it is imperative that the sender understands his or her target audience first. The message then should be crafted in such a way that it provides the information to the recipient in the most simple, concise and interesting way. So yes, less is definitely more. Avoid complicated terms, use simple language. Move away from generalities, be as specific as possible. And use imagery to connect with the recipient of the information.
In summary, keep the message simple, direct and visual to draw in the recipient and fulfill your communication objective.
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