Making It Perfectly Clear
Let’s say you have an idea that you believe will change people’s lives, but you’re having a tough time getting them interested. You’ve shared your story and put valuable information out there, but people aren’t listening. Why?
The art of what draws people in is to be clear, concise and personal. When you're communicating your business idea and brand, the goal is to always connect with your audience, whether it’s a patient, customer or employee. If your message is too complicated, too long or uses insider language, people won’t take the time to learn about it and share it with others. Confused customers stop listening.
To make a connection and engage your audience:
Identify what’s really important to them and speak to it. Does your material address their challenges? Their goals?
Invite customers into the story you’re telling by creating language that highlights the benefits your idea will bring to their lives.
Draw people in. Instead of telling people what you want them to know, encourage them to learn more.
Use dialogue that’s easy to understand so you can reach a wider audience. Remember to include all socioeconomic groups.
Keep your content and design consistent across all materials for a more cohesive look and feel. It inspires confidence in your message.
Take your website visitors on a journey and make them an active participant by leading them to their next steps.
Reorganize your website’s navigation for clarity. If people don’t find what they’re looking for quickly and if there’s any confusion, they’ll lose interest.
While you may have many good elements in place, it may just need to be revised to effectively reach new audiences.
A perfect example of an organization who faced these challenges is Plant Powered Metro New York (PPMNY). They aspired to create a supportive community that teaches and empowers others to make lifestyle changes for better health. While transforming lives is their goal, reaching a mass of people in a diverse New York metro area is difficult. With so much helpful information to offer, their message needed simplification in order for the public to listen and participate.
Key parts of Plant Powered Metro New York’s messaging were already in place, but they needed clearer language that would:
1. Cross socioeconomic and language barriers, and;
2. Connect with the greatest number of individuals.
Our team conducted a brand audit and analyzed all areas where this powerhouse group was interacting with others, including their website, social media and print materials. We were able to pinpoint where they were running into difficulty. They needed simplified message, clearer language and clean design.
With their updated messaging and positioning, we created a streamlined version of their overview brochure, with structure and ample breathing room for their important message. The result is a much more inviting piece that encourages people to get started, wherever they are on their path to plant-based.
The organization is now experiencing substantial growth, with new members and programming. They have expanded their reach and are enjoying new partnership opportunities – thanks to their ability to be clear and concise about finding better health through nutrition.
