Last week, I stepped outside my comfort zone to create ads and launch online campaigns for a local business. As a writer with limited experience in digital publishing tools, it was a steep learning curve—but I pulled it off. (At least I think I did!)
The process reminded me how crucial it is to understand your audience: what they need, what they respond to, and how best to reach them. That insight is the foundation of clear, effective communication.
Writing great communication isn’t just about what you say, it’s about making sure your audience understands it. A well-executed communication plan and the use of clear language are your secret weapons for achieving this.
The power of the plan
Before you type a single word, you need a plan. A solid communication plan acts as your roadmap, ensuring every message aligns with your goals. Start by asking:
- Who is my audience? (Their background, knowledge and needs)
- What is the main objective of this communication? (Inform, persuade, request action?)
- When and where will I deliver this message? (Channel and timing)
- How will I measure success? (Metrics like open rates, click-throughs, or feedback)
Defining these points helps you tailor your content, tone and delivery method for maximum impact. A message sent through the wrong channel or at the wrong time, is a message lost.
Let’s make it clear
Even the best-planned communication falls flat if the language is confusing. The goal is to make the message easy to read and understand. That’s where clear—or plain—language comes in.
- Know your audience: Avoid jargon, acronyms or technical terms they won’t recognize. If you must use them, explain them simply.
- Use short sentences and paragraphs: Long, dense blocks of text are intimidating. Break up your content to improve scannability and comprehension. Aim for one idea per sentence.
- Choose strong, active verbs: Active voice is direct and less ambiguous than passive voice. Instead of “The report was written by the team,” write “The team wrote the report.”
- Use everyday words: Why use “utilize” when you can use “use”? Keep your vocabulary accessible.
- Structure logically: Use clear headings, bullet points, and numbered lists to guide the reader through your content.
A successful communication plan coupled with crystal-clear language ensures your message doesn’t just reach your audience—it resonates with them, leading to the desired outcome.
Start planning, start simplifying, and watch your communication success soar!
Writing for you. 