Connecting with potential clients is crucial for any small business. We want to make sure that we’re able to write our content in a way that anyone can understand our message, especially our ideal clients. We want them to know that, hey, we have a solution to your problem, and I think we’d be a great fit! Today, I’ll be focusing on writing content so that anyone can understand your message.
There’s a great commercial going around right now about a dad trying to teach something to their kid. TV Dad then enters the scene (who is Carl Winslow from Family Matters) and says the exact same thing. Somehow TV Dad is able to get through to the kid…even with the exact same message. Not quite what I’m trying to say, but…
Moral of the story: It’s not what you say, it’s how you say it.
So let’s get into writing content so anyone can understand our message.
1. Keep it simple and avoid industry jargon.
If you’re an expert in your field, you’ll know all the technical terms related to your field, but our potential clients are not experts in your field…otherwise, they wouldn’t need our services. They might be familiar with some terms, but overall, they’re probably not going to know much. Keep it simple and write content in a way that’s easy to understand.
2. Break down information into bite-sized chunks.
I don’t know about you, but I get overwhelmed when I have to read tons of information about a subject I know nothing about. In order to help your audience understand what you’re trying to communicate, break large amounts of information down into easy-to-understand chunks. Breaking things down helps simplify your content in a way that’s more relatable and keeps your audience focused and engaged.
3. Use everyday words and relatable examples.
Use everyday words to help your audience understand what you’re trying to say. Again, they won’t be familiar with industry jargon so use words they would know. Some say you should write content as if you’re talking to a 5-year-old. This idea or concept helps you be more straightforward with your content and in a way that’s easily understood.
If you use industry jargon or other complicated words, you’re probably going to distract your target audience because they’re so focused on trying to decode what you’re saying than actually listening and understanding what you’re saying.
Even using examples that your audience can relate to can really connect and bring your message home. Take a look at any successful comedian. They use relatable scenarios in their writing. Their jokes are so funny because we can relate to them…we get it! When we as an audience understand what it’s like, we’re able to connect.
4. Write your content as if you’re having a conversation.
If someone’s struggling with writing content that has personality, I always encourage them to write things out as if they’re talking to a friend. Not all of us are good writers. I’m definitely not. It takes me so long to write things. I spend so much time reading, rewriting, reading, rewriting. I have to literally read things out loud when I’m writing or use tools like Voice Typing. With Voice Typing, I can just talk, and it writes out everything I’m saying. It’s honestly been a game-changer since I’ve been using it, and honestly, my content sounds more like me than an encyclopedia. Without doing those things, everything I write sounds like a snooze fest.
5. Ask your audience if they understand.
Sometimes asking your audience questions help you know if they’re tracking with you or not. Let’s say you are on a call with a potential customer. Ask them if they have any questions or if you can clarify anything if they’re not 100% sure about something. Better yet, if you can think through and address questions before your audience even asks them, they’ll feel like you’re in their heads, you understand what it’s like to be in their shoes, and it’s an easy way to start building trust and connection.
6. Use visuals that support your content.
Studies show that when you combine words with visuals, people are more likely to remember and learn what you’re trying to share.
Sometimes people can get carried away with design and start to overdesign things. They want their content and visuals to look “pretty” so they add in a bunch of elements they don’t need. When you just add a bunch of graphics to your content just because you feel like it, instead of creating something that connects, the content ends up looking cluttered and very hard to read.
When you’re creating content with visuals, make sure you’re intentional about the type of visuals you’re using. You can help illustrate ideas, give more clarity on certain topics, and create more impactful presentations. But…try not to add things just to add things. Be intentional.
7. Explain industry jargon in a simple way.
I mentioned earlier that you should try and stay away from industry jargon as much as possible, but sometimes you can’t. So if you do need to include some industry jargon, be sure to explain what they mean in a way your audience can easily understand.
One of my nieces is in first grade and super smart. I love talking to her because it helps me remember that sometimes I just assume people understand what I’m saying when they don’t. When I use “bigger” words when I’m around her, she’ll stop me and ask what it means. Not everyone will stop and take the time to ask you what something means. In the business world, if you confuse your audience, they’ll most likely go somewhere else to find what they’re looking for.
if you need to use some of that industry jargon, don’t assume your audience will know what you mean. Take a quick second to explain things in a way they’ll understand to avoid any confusion.
Wrap up!
To recap what we covered today about writing content so anyone can understand your message, we want to make sure that we:
1. Keep it Simple and Avoid Industry Jargon.
2. Break Down Information Into Bite-Sized Chunks.
3. Use Everyday Words and Relatable Examples.
4. Write Your Content as if You’re Having a Conversation.
5. Ask Your Audience if They Understand.
6. Use Visuals that Support Your Content.
7. Explain Industry Jargon in a Simple Way.
Until next time,
Happy Branding!
