Many business professionals these days still believe that they should use as many words as possible to convey a message. However, the truth is that excessive use of buzzwords or industry jargon tends to be counterproductive to a brand’s message.
The more words that are added, the more complicated a brand’s message is going to become.
That’s why companies should create concise and clear brand messages for audiences and media outlets. This is actually especially important in the B2B industry, where technical language and complex concepts can obscure a message and thus turn away potential consumers.
Free Writing
One of the ways that companies can create simpler brand messages is to first start by writing down every thought that comes to mind regarding what the audience might want to know about the topic at hand.
The topic can be a brand new product or service, or even a corporate announcement. The free writing step can also include any information about the subject that’s worth discussing, key takeaways for the consumers, as well as potential objections the public might have to the message .
This is a very effective starting method when creating simpler brand messages because it allows people to stimulate their creativity. It also allows companies to conceptualize all of their different parts that connect customers with a brand message .
Plan
The next step in creating a simple brand message is to focus and identify the people who a company is trying to reach with its message, and what the business wants those people to do once they receive their message.
When creating a brand message, it’s important to remember that most people are convinced to take a certain action according to what they understand, and not just what’s being said.
That’s why companies should take a step and ask themselves whether their message is written in the same way that the target audience regularly communicates. If the answer to that question is no, then the brand message and plan should be readjusted so that they’re as clear and as persuasive as possible for consumers.
Editing
When creating content such as copy, press releases, and blog posts, it’s important to note that less is more. That means the word count of practically every piece of content should be reduced to help readers understand and reflect on the information that’s being provided.
Any long descriptions, confusing text, or technical jargon should be completely eliminated so that the reader can focus on the main message.
That means all filler words should be removed, passive sentences should be rewritten in the active voice, and long sentences should be broken down into smaller ones. This way, companies can work on not only simplifying their brand messages, but also persuading their consumers to take the action that the company wants them to take.
