I was cruising with my 8yr old son through Century City the other day when he suddenly exclaimed… “Dad! I Just saw a three-wheeled car with no top! Look! Look!”

Of course, I’d missed it. The curious craft turning off on a cross street before I could swivel my head. Just my luck, as totally could picture it…

Three wheels? No top?

“You mean a tricycle?” I ventured.

“No! No! No!” came his exasperated reply. I followed up with a flurry of questions. But we were no closer to a clear explanation.

Meanwhile, we saw a similar vehicle near the Beverly Center a few weeks later. And in all fairness to young master Ivan, I wouldn’t know how to explain it to you either (which is why included a pic at the vehicle in question at the top of this post).

But such communication difficulties aren’t restricted to confabs with 8yrs olds…

I can’t tell you how many times I’ve attempted to communicate what I was certain were perfectly straightforward concepts to clients, but left said clients completely mystified.

Prime example… The concept of a Lead Magnet is coin of the realm in marketing circles. Yet, I continually encounter prospects and clients who’ve not only never heard of a Lead Magnet, but can’t wrap their heads around the idea. And no matter how much effort I pour into my explanations. Meanwhile, communication is supposed to be my business!?

All of which illustrates just how tough effection communication can truly be.

It’s a particularly consternating when it comes to marketing. As when cut to the bare bones, marketing is really just communication. And when marketing communication goes, your business can (and usually does) suffer in a BIG way.

Fortunately, there are some strategies that can help ensure your communication efforts are on target.

And toward that end, here are 5 keys to (more effective) communication…

1 Be Clear + Concise

The shortest distance between two lines is a straight line, right? Well, it works the same why in communication. Moreover, most folks you’re communicating with are looking for you to skip to the end and get to the point.

Short, simple words are easier to digest. Short sentences convey your messages more quickly, with less confusion, and require less effort to unravel and decode.

In other words, whatever message you’re aiming to communicate, use the most direct, least complicated language you can muster.

Now, this might sound easy. Fewer words mean less speaking, less writing, and less effort in general. But don’t be fooled. It’s often far tougher to distill your message in its bare essentials. In fact, it requires significantly more thought to express yourself simply.

Which brings us to our next point…

2 Keep It Simple

The more complicated your message, the more likely you are to lose your client or prospect’s attention and fail to connect.

The remedy is paring down your message to its core meaning. As the famed derogatory acronym goes: KISS — Keep It Simple, Stupid. Because whether the recipients of your words are indeed stupid, or just busy and hectored by the relentless demands of daily life, simplicity wins the day!

Now, it goes without saying that some messages are necessarily complicated to some degree. And this very circumstance brings us to our next point…

3. Choose Your Medium Accordingly

Here are some very good rules of thumb…

If your message is more than three sentences, don’t text it. And if it’s more than 100 words, but put it in an email. Pick up the phone and call.

Lengthy texts on a tiny smartphone screen are a pain in the patooty to read. Which makes them far easier to SKIP and Delete.

And wading through an email filled with paragraph after paragraph of text is a daunting task. A task that makes the delete key all the more alluring.

Which brings us to our next point, committing the sin of overreaching assumptions…

4 Don’t Assume Everyone Knows What You Know

Sure, every industry has its jargon. And it’s easy to assume those terms and the concepts behind the jargon in your corner of the world are universally understood.

Meanwhile, those are the kind of assumptions that make an a$$ out of YOU and ME. Leaning on jargon and other industry-related terminology seeks to reduce the heavy lifting of relating more complicated concepts. But doing so without confirming everyone is on the same page is bound to produce more confusion than understanding.

Thus, it’s best if you rely on the clear and concise expression of simple language you’re DEAD CERTAIN all parties involved fully grasp.

And this ushers us to our final key…

5 Communication is a 2-Way Street

Are your prospects and clients responding to your communication?

If not, it’s likely because your language is bloated and confusing, your ideas are too complicated for your chosen medium, you depending on indecipherable jargon, or some combination of all three effective communication sins.

Which means, it’s time to head back to the drawing board and revamp to your approach to prospect and client communications. Casting an eye toward clear, simplistic, and direct messaging.

Struggling to Connect With Prospects + Clients?

Is your website failing to generate leads and convert sales? Are your email campaigns met with little more than chirping crickets in response? Do your social media updates sit dormant, as scraggly tumbleweeds blow through?

If you answered yes to any of the above, it’s likely your communication approach needs an overhaul. And I can help! If your aiming to increase your marketing engagement — let’s chat: 310.466.7893 | ryan@ryan.com